Exploring the linkages between perceived information accessibility and microblog stickiness: The moderating role of a sense of community

Green Consumer Behavior of Sports Enthusiasts on TikTok-An Analysis of the Moderating Effect of Green Concern

The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus-Organism-Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan's professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves' fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research.

What Drives Health Information Exchange on Social Media? Social Media Affordances and Social Support Perspectives

Despite the prevalence of health communication on social media, the mechanisms by which social media affect health information exchange have received less than adequate investigation. By integrating the lenses of affordance and social support, this study examines the effect of social media affordances on health information exchange, with a particular focus on the mediation effect of social support and the boundary condition of health consciousness. Results of an online survey indicated that the affordances of information accessibility and metavoicing are positively related to both general and experiential informational support. Moreover, the affordance of association is positively related to experiential informational support and emotional support. Additionally, three types of social support have positive effects on health information exchange, and health consciousness positively moderates the effect of experiential informational support on health information exchange. This study enriches existing literature by revealing the underlying mechanisms and boundary conditions of the relationship between social media affordances and health information exchange. Furthermore, it provides new insights for practitioners to promote health information exchange on social media.

Effects of Online Fan Community Interactions on Well-Being and Sense of Virtual Community

Activities in the digital economy driven by information technology have rapidly increased in scope and speed in the aftermath of COVID-19. Meanwhile, social isolation accelerated by quarantine measures has increased concerns about individuals' mental health. However, little is known about the specific consequences of online interactions, especially when applied in online fan community-based relationships. Therefore, we examined the impact of loneliness in the context of COVID-19 on online interaction with other fans and parasocial relationships with celebrities on the Weverse platform. We also examined how these interactions influence mental well-being and the sense of virtual community. With 202 valid data samples acquired from global BTS fandom, this study conducted a partial least squares-structural equation modeling analysis. The empirical results demonstrate a significant positive relationship between loneliness and the extent of online interaction, while no significant impact on parasocial relationships was observed. Both online interaction and parasocial relationships were found to enhance both well-being and SOVC. However, these results were observed to differ between Weverse paid subscribers and free users.

Effects of interactivity affordance on user stickiness in livestream shopping：identification and gratification as mediators

In this day and age, livestream shopping is developing by leaps and bounds in China. It has been proved that livestream shopping is efficient in attracting customers and boosting the sales of products. However, very little research has been carried out on user stickiness, which plays a valuable role in business success. In light of the stimulus-organism-response framework (S-O-R), a multiple-mediation model (identification and gratification as mediators) was established to examine the effect of interactivity affordance (S) on the user stickiness (R) of a sample of 489 Chinese livestream viewers. Structural equation modeling with bootstrapping estimation was performed to examine the mediating roles of identification (O-cognitive) and gratification (O-affective). The modeling results revealed that the relationship between interactivity affordance and user stickiness was partially mediated by identification combined with utilitarian gratification and fully mediated by identification combined with hedonic gratification. The findings stress the importance of categorizing gratifications. In addition, these findings offer new perspectives for understanding the effects of IT affordance on user stickiness.

Factors Affecting Online Chinese as a Foreign Language Learning Stickiness: A Study on International Students in China

This study explored international students’ online Chinese as a foreign language learning stickiness in a Chinese university context. A new theoretical model was designed and verified to serve the mixed-method investigation. Participants were a group of 194 international students learning CFL online in a Chinese university. Data were collected through an online questionnaire for all the students and semi-structural individual interviews with eight volunteer participants. The structural equation modeling was conducted to analyze the collected quantitative data, and content analysis was used for the qualitative interview. Findings revealed that the online learning stickiness was significantly impacted by students’ learning expectancy confirmation, which was closely correlated with three key factors: academic integration, social integration, and technological factors. Moreover, social integration was found to be a direct contributor to learning stickiness. These results highlighted the importance of the high quality of the curriculum, the harmonious learning atmosphere, and the need for technical preparations and training for online Chinese language teaching and learning. The study also emphasized the need of integrating social interaction into Chinese learning in an online context. Investigation of a wider range of Chinese learners was recommended for future studies on learning stickiness and the new online approach.

Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China

Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities.

Disentangling social support mobilization via online neighborhood networks

This paper proposes and tests a theoretical model to investigate the mechanism underpinning local social support exchange via online neighborhood networks (ONNs). We drew on community psychology, social support, and social media literature and used a survey conducted in the Dutch-speaking part of Belgium among 561 ONN users (n_females  = 409; 72.9%) between 18 and 82 years old (M_age  = 43.73; SD_age  = 15.37). We found that engaging in online neighboring behaviors was associated to both online and offline neighborhood sense of community. Subsequently, these provide access to perceived local social support and the intention to mobilize local social support online. The latter was predominantly explained via the path along online sense of community. ONNs facilitate local bridging behavior, connecting otherwise distinct local networks and ties. At the same time, online neighboring behaviors provide the normative context that supports the exchange process.

The Investigation of Mobile Health Stickiness: The Role of Social Support in a Sustainable Health Approach

In recent years, there has been a phenomenal proliferation of multifunctional fitness apps (MFAs), many of which are deeply ingrained into modern daily life as an aid to trace, manage, and improve users’ health and fitness. With technological advancement, these emerging information technology (IT) artifacts have the potential to facilitate the sustainable development of society and the environment. However, MFAs are facing a critical predicament: how to ensure user stickiness and continuous use. Drawing on the social support theory, this study aims to investigate stickiness as a multi-dimensional construct and to explore the antecedents of continuance usage and continuance purchase intentions in MFAs. The research model is empirically tested with data collected from 328 users of mobile fitness apps. A structural equation modeling analysis reveals both instrumental stickiness and social stickiness exert statistically significant influences on continuance usage intentions and in-app purchase intentions. Appraisal support, information support, and network support are significant antecedents for instrumental stickiness. While emotion support, esteem support, network support, and tangible support are significant antecedents for social stickiness. In addition, two facets of user sustainability—instrumental stickiness and social stickiness—exert different levels of influence on continuance usage and continuance app purchase intensions, respectively. The findings of this study will provide valuable insights for practitioners and policymakers involved in designing sustainable health products and engendering e-health systems.

An Empirical Study of Brand Fan Page Engagement Behaviors

Nowadays, numerous companies present themselves on social networking sites (SNSs) by establishing brand communities to maintain continuous interaction with existing and potential customers to influence their brand choices, promote the products and services, and cultivate brand loyalty. However, the research into online brand communities is mainly centered on that utilizing the platforms of websites instead of using social media platforms. Thus, it calls for more studies to investigate consumer brand fan page engagement behavior to increase their fan base and further induce a fan’s purchase behavior. By adopting the perspectives of co-production and social identity theory, this study endeavors to investigate the impact of customer perceived value derived from engaging in brand fan pages on their identification with and stickiness to an online brand community in the SNS-based context. The target population of this study is consumers who have ever participated in an online brand community. Data was collected through a web-based survey. After deleting 36 incomplete responses, 524 usable responses remained for further analysis, with an effective sample rate of 93.57%. The results revealed that utilitarian value, hedonic value, and monetary value separately exerted a significantly positive effect on community identification. Utilitarian value and hedonic value also had significantly positive effects on community stickiness. Moreover, community identification was positively related to community stickiness. Community identification was found to have significantly positive influences on both word-of-mouth and repurchase intention. Furthermore, community stickiness exerted a significantly positive effect on word-of-mouth and repurchase intention. This study confirms the importance of perceived value on enhancing consumers’ identification with and their stickiness to online brand communities. Therefore, businesses should provide consumers with the value they desired to cultivate customer loyalty to their brand fan pages.

Exploring information security education on social media use

Purpose

Based on the literature on information security (InfoSec) education and uses and gratifications theory, the purpose of this paper is to propose and test a research model to examine the impact of InfoSec education on social media usage.

Design/methodology/approach

The authors employed structural equation modeling to test the research model, with a survey data set of 293 valid subjects from a WeChat subscription about InfoSec education named secrecy view.

Findings

The results reveal the significant impacts of perceived content quality, perceived social influence and perceived entertainment on user satisfaction in the context of security education and social media. User satisfaction is significantly associated with user stickiness and security knowledge improvement. Additionally, the authors found that user’s security awareness moderated the effect of perceived entertainment on user satisfaction.

Research limitations/implications

Using a single sample might constrain the contributions of this study.

Practical implications

The authors suggest practical guidelines for InfoSec education on social media by enhancing perceived content quality. Moreover, due to diverse user attributes, the social media operators should recommend targeted content to different users.

Originality/value

This study contributes to studies on InfoSec education of social media usage and identifies factors that affect user satisfaction with social media. Furthermore, the study enriches the security education practices by uncovering differences in security awareness with regard to user satisfaction.

Bridging User Perception and Stickiness in Business Microblog Contexts: A Moderated Mediation Model

This study develops a contingent mediation model to investigate whether user perception enhances customer stickiness through emotional connection and further assess such mediating effect varies with different adaptivity. A moderated mediation approach is adopted to test the hypotheses. Findings reveal the mediating role of emotional connection on the link between perceived usefulness and customer stickiness, but not moderated by adaptivity. On the other hand, the results showed that the relationship between perceived ease of use and customer stickiness is not mediated by emotional connection; however, after considering the moderating effect, our results show that moderated mediation exists.

Does more accessibility lead to more disclosure? Exploring the influence of information accessibility on self-disclosure in online social networks

Purpose

Given the importance of online social network (OSN) media features, many studies have focused on how different types of OSNs with various media features influence users’ usage and engagement. However, a recent literature review indicates that few empirical studies have considered how different types of OSNs with different information accessibility levels influence users’ beliefs and self-disclosure. By comparing two OSN platforms (OSNs with high-level information accessibility vs OSNs with low-level information accessibility), the purpose of this paper is to address this opportunity by investigating the differential impacts of the two platforms on individuals’ psychological cognition – particularly users’ social exchange beliefs – and explaining how these beliefs translate into OSN self-disclosure.

Design/methodology/approach

This study used a factorial design approach in an experimental setting to examine how different levels of information accessibility (high vs low), influence the social exchange beliefs (i.e. perceived social capital bridging, perceived social capital bonding and perceived privacy risks) of OSN users and subsequently influence OSN self-disclosure.

Findings

The results show that users on OSNs with high-level information accessibility express significantly higher perceived social capital bridging and perceived privacy risks than users on OSNs with low-level information accessibility. However, users on OSNs with low-level information accessibility express higher social bonding beliefs than users on OSNs with high-level information accessibility, indicating that there are different effect mechanisms toward OSN self-disclosure.

Originality/value

The focus of this research helps unveil the complex relationships between OSN design features (e.g. information accessibility), psychological cognition (e.g. social capital bridging, social capital bonding and privacy risks) and OSN self-disclosure. First, it clarifies the relationship between information accessibility and self-disclosure by examining the mediating effect of three core social exchange beliefs. Second, it uncovers the distinct effects of high-level information-accessible OSNs and low-level information-accessible OSNs on OSN self-disclosure.

A Symbolic Convergence Perspective for Examining Employee Knowledge Sharing Behaviors in Company-Hosted Virtual Communities

This article investigates individual knowledge sharing behaviors (KSBs) in company-hosted virtual communities of practice (CVCs), where KSBs are guided mainly by the sense of virtual community (SVC) and the shared meanings that are formed via the recurring communicative patterns and emotional responses in the interpersonal communication processes. The symbolic convergence theory (SCT) addresses the significance of the shared meanings of a social group in facilitating the harmony among and the favorable behaviors of the members of the group. By adopting SCT, the authors examine the effects of SVC and shared-meaning-related factors on KSBs in CVCs. Data collected from 159 CVC participants were analyzed to examine the research model. The authors found that shared language and shared emotional connection significantly influence KSBs both directly and indirectly via SVC. The research findings highlight the importance of achieving shared meaning among individuals in CVCs to encourage interpersonal knowledge sharing via effective communication processes.

Enterprise social media use and overload: A curvilinear relationship

Considerable research has focused on the positive effects of information technology use. However, emerging research and practice commentary highlight the importance of considering the negative side of information technology use. The current study investigates how enterprise social media use (i.e. work- and social-related use) influences employees’ perceived overload (i.e. information and social overload), which in turn affects enterprise social media-related strain. In addition, we posit that communication visibility moderates the nonlinear relationship between enterprise social media use and overload. Using a survey of 282 enterprise social media users in the workplace as a basis, we find an inverted U-shaped relationship between work-related enterprise social media use and information overload and between work-related enterprise social media use and social overload. Moreover, a U-shaped relationship is found between social-related enterprise social media use and information overload and between social-related enterprise social media use and social overload. Communication visibility positively moderates the inverted U-shaped relationships between work-related enterprise social media use and information overload and between work-related enterprise social media use and social overload, but negatively moderates the U-shaped relationship between social-related enterprise social media use and information overload. The theoretical and practical implications are also discussed.

Credibility of online reviews and its impact on brand image

Purpose

Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India.

Design/methodology/approach

The present study adopts a novel approach to collect data. The data have been collected from select e-commerce sites’ brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images.

Findings

The data analysis reveals that source and review quality have more significant effect on credibility evaluation of online reviews as compared to the effects of review consistency and receiver. Moreover, credible online reviews have more impact on hedonic brand image rather than functional brand image in the context of consumer electronics product in India.

Originality/value

The present study combines Yale attitude change model and attribution theory to examine the effects of online reviews on brand image.