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- Ek Styvén, Maria, 1969-, et al.
(author)
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This Is My Hometown! The Role of Place Attachment, Congruity, and Self-Expressiveness on Residents’ Intention to Share a Place Brand Message Online
- 2020
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In: Journal of Advertising. - : Taylor & Francis. - 0091-3367 .- 1557-7805. ; 49:5, s. 540-556
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Journal article (peer-reviewed)abstract
- In a gradually more hypercompetitive global tourism arena, destination marketers are increasingly seeking effective ways to promote places through appealing place brand messages. Local residents can be valuable ambassadors for the place, as well as co-creators of place-related brand communication. However, research focusing on place advertising from the residents’ perspective is scant. To address this gap, this work identifies three main antecedents of residents’ intention to share a place brand message online: place attachment, place ad–brand congruity, and self-expressiveness. A model is developed and tested on a sample of current and former residents of a Swedish city. Structural equation model results support that these antecedents have a positive influence on current as well as former residents’ intention to share a place brand ad online. Place attachment also has a significant indirect influence on intention to share, with place ad–brand congruity and self-expressiveness as partial mediators. Furthermore, place ad–brand congruity partially mediates the relationship between place attachment and self-expressiveness.
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- Mariani, Marcello M., et al.
(author)
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Using Facebook for travel decision-making : An international study of antecedents
- 2019
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In: International Journal of Contemporary Hospitality Management. - : Emerald Group Publishing Limited. - 0959-6119 .- 1757-1049. ; 31:2, s. 1021-1044
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Journal article (peer-reviewed)abstract
- PurposeThis paper aims to investigate antecedents of using non-travel-specific social media (specifically Facebook) for travel decision-making before a leisure trip.Design/methodology/approachBased on an online survey of 426 young travel consumers from Italy and Sweden, this work applies structural equation modeling and multi-group analysis.FindingsThe study finds support for most of the conventional TAM-related constructs: perceived usefulness, perceived enjoyment and intention, while ease of use is not found relevant in this context.Research limitations/implicationsResults shed light on the antecedents of using non-travel specific social media in two countries. Future research might focus on validating the factors identified and add others that might shape usage in the selected countries. Future studies could further investigate possible differences arising from culture, country of origin and age. The analysis can also be extended to other countries.Practical implicationsThe analysis might help managers in the hospitality and tourism sector by providing an understanding of the cognitive factors which determine travelers’ decision to use Facebook for trip planning. Thus, managers should get to know these factors in their effort to influence social media in hospitality and tourism settings.Originality/valueThe findings offer interesting perspectives on the applicability of conventional models to the context of non-travel-specific social media platforms. The exploration of cross-cultural differences also adds to the extant body of knowledge.
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- Styvén, Maria Ek, 1969-, et al.
(author)
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Understanding the intention to buy secondhand clothing on sharing economy platforms : The influence of sustainability, distance from the consumption system, and economic motivations
- 2020
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In: Psychology & Marketing. - : John Wiley & Sons. - 0742-6046 .- 1520-6793. ; 37:5, s. 724-739
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Journal article (peer-reviewed)abstract
- Sharing economy (SE) platforms are increasingly providing an effective means of connecting providers and users of secondhand goods. While media seem to emphasize that the trend of selling/buying secondhand has been growing due to the consolidation and development of peer‐to‐peer (P2P) sharing platforms, a comprehensive identification of the antecedents of buying secondhand on SE platforms is virtually missing. This study addresses this gap by (a) identifying different sets of motivations and attitudes leading consumers to adopt SE platforms for secondhand buying and (b) testing a model on a sample of UK consumers in the context of P2P sharing platforms for secondhand clothing. This study reveals that there are three major antecedents of consumers' attitude towards buying secondhand clothes on P2P–SE platforms: perceived sustainability, economic motivations, and taking a distance from the consumption system. Perceived sustainability and economic motivations influence positively attitude toward buying secondhand, as well as motivations in the form of distance from the consumption system. Attitude toward buying secondhand is positively influenced also by distance from the system and, in turn, has a strong positive influence on behavioral intention to buy secondhand clothes. Moreover, past experience of buying secondhand online has a positive moderating effect on the relationship between perceived sustainability and distance from the consumption system.
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