http://hdl.handle.net/10379/221 Sun, 29 Oct 2017 22:04:14 GMT 2017-10-29T22:04:14Z http://hdl.handle.net/10379/6666 Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes. Sun, 01 Jan 2017 00:00:00 GMT http://hdl.handle.net/10379/6666 2017-01-01T00:00:00Z http://hdl.handle.net/10379/5918 Brand tribalism and self-expressive brands: social influences and brand outcomes Ruane, Lorna; Wallace, Elaine Purpose - This study aims to examine the relationship between social influence and consumers' self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study examines whether self-expressive brands and brand tribalism influence brand loyalty and word of mouth (WOM).Design/methodology/approach - A cross-sectional online survey was carried out with members of Generation Y in Ireland. Data from 675 complete responses were analysed using SPSS 20 and AMOS 20. A structural model tested nine hypothesised relationships.Findings - Findings indicate that both online social network influence and susceptibility to interpersonal influence are antecedents of tribalism and self-expressive brands. Consumers of self-expressive brands are loyal and offer positive WOM. By contrast, those who seek tribal membership have less brand loyalty and offer less WOM than other consumers. Findings suggest that consumers may be loyal to tribes, rather than to brands. This informs our understanding of the role of tribes for consumers and brand outcomes.Research limitations/implications - This study is limited to Generation Y consumers within Ireland.Originality/value - This is the first study to explore the effect of consumers' perceptions about online social network influence on brand tribalism. In addition, their views about the influence of the social network on self-expressive brand consumption, and brand outcomes, are identified. This paper highlights consumers' susceptibility to interpersonal influence on their brand choices and brand tribalism. In addition, it is shown that brand loyalty and WOM are not always a consequence of tribal membership. By contrast, self-expressive brand consumption enhances brand WOM and brand loyalty. Thu, 01 Jan 2015 00:00:00 GMT http://hdl.handle.net/10379/5918 2015-01-01T00:00:00Z http://hdl.handle.net/10379/4183 Low-Cost Carriers and High-Tech Barriers - User Views on Questionable Web Design Practices in Ireland Barry, Chris; Hogan, Mairéad; Torres, Ann M. hat information systems/information technology (IS/IT) practitioners should use best practice in information systems development is universally agreed. We expect systems to enhance the user experience and allow them to engage in a satisfying, productive inter-action. This paper posits all is not well with this hypothesis and suggests many firms in the low-cost carrier (LCC) sector are using web technologies to inhibit or avoid customer service and to construct IS-enabled barriers behind which firms profit from their distance. The emergence of the LCC model is explored before a study is presented that scrutinises LCC web practices. Participants were found to be wary in online interactions and cynical about problematic or omitted features. Teaching of good practice is suggested and improved ethics in IS design is merited. Article Sat, 01 Jan 2011 00:00:00 GMT http://hdl.handle.net/10379/4183 2011-01-01T00:00:00Z http://hdl.handle.net/10379/4159 Who Likes You and Why? A typology of Facebook Fans Wallace, Elaine Although many managers recognize that Facebook fans represent a marketing opportunity, little is known about fan types. This study explores a typology of fans, drawn from a sample of 438 individuals who Like brands on Facebook. Fans brand loyalty, brand love, use of self-expressive brands, and word of mouth (WOM) for Liked brands were used to suggest four fan types: the fan-atic, the utilitarian, the self-expressive and the authentic.  The results of this exploratory study highlight the value of cluster analysis as a strategy for identifying different fan types and provide insights to prompt further research into Facebook fan types. Wed, 01 Jan 2014 00:00:00 GMT http://hdl.handle.net/10379/4159 2014-01-01T00:00:00Z