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dc.contributor.authorTorres, Pedro
dc.contributor.authorAugusto, Mário
dc.contributor.authorWallace, Elaine
dc.date.accessioned2019-05-14T08:18:00Z
dc.date.available2019-05-14T08:18:00Z
dc.date.issued2018-10-05
dc.identifier.citationTorres, Pedro, Augusto, Mário, & Wallace, Elaine. (2018). Improving consumers’ willingness to pay using social media activities. Journal of Services Marketing, 32(7), 880-896. doi: 10.1108/JSM-07-2017-0257en_IE
dc.identifier.issn0887-6045
dc.identifier.urihttp://hdl.handle.net/10379/15164
dc.description.abstractPurpose: This study examines the impact of social media activities on consumers willingness to pay a premium (WTPp) in the banking industry, and investigates the role of consumer-brand identification (CBI) on this relationship. For the first time, the effect of electronic word-of-mouth (eWOM) is considered separately from other social media marketing efforts (SMME). Design/methodology/approach: Data from a sample of 145 banking customers that follow bank social networks was analysed using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test a proposed structural model. Findings: Findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. The results uncover a viable path to achieve WTPp in the banking industry, which includes the joint presence of SMME, eWOM, and CBI. Research limitations/implications: The study was conducted in the banking sector in Portugal. It is advocated that further research would investigate the results in other service sectors, across different countries. Practical implications: Findings highlight the importance of social media marketing in banking. Results reveal opportunities for managers in the banking sector to enhance CBI and ultimately WTPp, through SMME and eWOM. Originality/value: The study is the first to consider the influence of SMME and eWOM as separate antecedents of WTPp. The findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. In particular, the results of the fsQCA indicate that the combined presence of SMME, eWOM, and CBI, is sufficient to obtain WTPp.en_IE
dc.formatapplication/pdfen_IE
dc.language.isoenen_IE
dc.publisherEmeralden_IE
dc.relation.ispartofJournal Of Services Marketingen
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 Ireland
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/3.0/ie/
dc.subjectBankingen_IE
dc.subjectSocial Mediaen_IE
dc.subjecteWOMen_IE
dc.subjectWillingness to Pay a Premiumen_IE
dc.subjectConsumer Brand Identificationen_IE
dc.titleImproving consumers’ willingness to pay using social media activitiesen_IE
dc.typeArticleen_IE
dc.date.updated2019-05-14T07:49:44Z
dc.identifier.doi10.1108/JSM-07-2017-0257
dc.local.publishedsourcehttps://doi.org/10.1108/JSM-07-2017-0257en_IE
dc.description.peer-reviewedpeer-reviewed
dc.internal.rssid15065504
dc.local.contactElaine Wallace, Dept. Of Marketing, Room 322, St. Anthony'S, Nui Galway. 2603 Email: elaine.wallace@nuigalway.ie
dc.local.copyrightcheckedYes
dc.local.versionACCEPTED
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Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 Ireland