<p>IIM Indore seeks to be a contextually-relevant business school with world-class academic standards that develops socially-conscious managers, leaders and entrepreneurs. IIM Indore is committed to: Excellence in management education, research, and training, Use of contemporary participant-centric pedagogies and teaching methods, A presence in emerging segments of management education.</p>

IIM Indore

Marketing

<p>Despite the uniqueness of audiobook applications, their adoption remains a big challenge. The present study integrates the decomposed theory of planned behavior (DTPB) with switching cost theory (SCT) to examine the antecedents of consumer’s intention toward adopting audiobook applications. Structural equation modeling (SEM) was used to analyze the data collected from 720 respondents over two stages, and the results confirm that perceived ease of use, perceived usefulness, procedural switching cost, self-efficacy, are important in shaping attitude and adoption intentions for audiobook applications. The effects are non-significant for financial switching costs and facilitating conditions. Book genre is found to have significant moderating effects. The findings add to the existing adoption works by integrating two unique theories in a novel context of audiobooks, as well as offers practical guidance to audiobook application developers to enhance its adoption.</p><p>&nbsp;</p>

World University root node

Journal of Computer Information Systems

Investigating Antecedents of Adoption Intention for Audiobook Applications

<p>With the self-determination theory (SDT) as grounding, the current study uses qualitative investigation with twenty-five respondents and a two-stage quantitative validation with 782 respondents, to propose seven travel motivations for Indian millennials. These motivations are knowledge-seeking, escape, sense of accomplishment, experience stimulation, social relationships, destination rewards, and social media compulsion. These motivations are mapped to specific regulations in the SDT and organized into autonomous and controlled motivations. Both autonomous and controlled motivations have a significant impact on travel intentions. A judgemental sample of Indian millennials is drawn from the eligible client-list of a prominent tourism agency used as the sampling frame. The study guides destination managers to position their destinations aligned with the motivations that drive Indian millennials to travel.</p>

Tourism Recreation Research

<p><a href="https://www.tandfonline.com/doi/abs/10.1080/02508281.2021.1891741"><u>Autonomous/controlled travel motivations and their effect on travel intentions of Indian Millennials: a mixed method approach</u></a></p>

<h3>Purpose</h3><p>This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined.</p><h3>Design/methodology/approach</h3><p>The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model.</p><h3>Findings</h3><p>The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience.</p><h3>Research limitations/implications</h3><p>The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences.</p><h3>Practical implications</h3><p>The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs.</p><h3>Originality/value</h3><p>The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.</p>

Journal of Product & Brand Management

<p>Investigating brand community engagement and evangelistic tendencies on social media</p>

Several countries insert statutory warnings about the adverse effects of smoking in movie and television (TV) content. This study tests the effectiveness of anti-smoking warnings as a prevention-based stimulus for non-smokers in TV programs. Study 1 (a qualitative study) finds that on-screen smoking can induce viewers to take up smoking. Study 2 tested anti-smoking warnings’ efficacy based on viewers’ smoking habits and finds that warnings are most effective in enabling viewers to resist persuasion when they are non-smokers. Study 3, using an eye-tracking device, examines the role of visual attention in the underlying processes. The proposed model compared four warning timings: no warning, warning prior to the content (PW), warning concurrent with the content (CW), and both warnings (both), which lead viewers to pay attention to the on-screen smoking, influencing critical processing (CP) and attitude toward smoking (ASM). Findings indicate that warning timing has a significant indirect effect on ASM, mediated by attention to the warning and on-screen smoking, and CP. There were no direct effects between warning timings and CP or ASM. Additionally, PW and both demonstrated a significantly higher indirect effect on CP and ASM than CW. As compared to CW, PW and both are more effective at countering the persuasion attempt of on-screen smoking. This study contributes to the literature on statutory warning timings, persuasion knowledge models, and healthcare policy. © 2021 Elsevier Inc.

Journal of Business Research

Thank you for not smoking – A multi-method investigation to understand the effect of anti-smoking warnings in television programs

Purpose: Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their word-of-mouth (WOM) intentions toward a brand and the consequent implications for a brand’s personality. Design/methodology/approach: Three mall-intercept studies and one online study demonstrate the influence of consumers’ fixed and growth mindsets on their WOM intentions. The first two mall-intercept studies identify motivations underlying consumers’ WOM intentions as a function of their mindset orientations. The third mall-intercept study examines the implications of such mindset-oriented WOM intentions for a brand’s personality dimension and the underlying psychological mechanism. The fourth study tests the link between WOM intent and behavior. Findings: Results show that fixed (growth) mindset individuals exhibit greater WOM intentions than growth (fixed) mindset individuals for motives of “impression management” (“learning and information acquisition”). Findings further demonstrate that brands that exhibit dual personality dimensions simultaneously, one salient and the other non-salient at any instant, garner equivalent WOM intentions from both fixed and growth mindset individuals, contingent on the fit between the salient brand personality dimension and the dominant consumer mindset. Finally, using a real brand, it can be seen that WOM intentions actually translate into behavior. Research limitations/implications: The study measures offline WOM intent but not offline WOM behavior. Practical implications: This study sheds new light on branding strategy by demonstrating how and why dual-brand personalities may attract consumers with both kinds of implicit self-theory orientations. Relatedly, it also demonstrates a technique of framing ad-appeals that support the dual-brand personality effect. Originality/value: To the best of the authors’ knowledge, this is the first study to propose and demonstrate the use of simultaneous dual-brand personalities as an optimal branding strategy. © 2020, Emerald Publishing Limited.

European Journal of Marketing

How implicit self-theories and dual-brand personalities enhance word-of-mouth

<h3>Purpose:</h3><p>The current work explores the attributes that serve as motivation regulations for students' selection of a higher education institute (HEI).</p><h3>Design/methodology/approach:</h3><p>With a self-determination theory (SDT) perspective, the current study used a mixed-method approach to develop a scale to measure HEI attribute-based motivation regulations.</p><h3>Findings:</h3><p>A total of eight regulations were proposed: academic/extracurricular activities, infrastructure, faculty research expertise, teaching and learning quality, placement opportunities, marketing and promotion, education cost and social influence. The first four were autonomous motivations and the remaining were controlled motivations.</p><h3>Research limitations/implications:</h3><p>The study leverages the SDT motivation continuum into a structured HEI attribute-based student motivation framework.</p><h3>Practical implications:</h3><p>The study guides HEI managers with specific attributes to position the institute appropriately.</p><h3>Originality/value:</h3><p>This is one of the few works in the higher education utilizing the complete SDT framework.</p>

International Journal of Educational Management

<p><a href="https://eric.ed.gov/?id=EJ1279253">An attribute-based framework for students' motivation to join an HEI: a self-determination theory perspective</a></p>

<h3>Purpose</h3><p>Students’ experiences with instructors and courses determine an institute’s identity. With the instructor analogous to a brand spokesperson and the course to a brand, this study aims to examine the impact of the instructor experiential values on the student’s course experiences, as well as their attitudes and behavioral intentions towards the instructor.</p><h3>Design/methodology/approach</h3><p>This study uses a mixed-method approach that combines literature review and qualitative research, with two stages of empirical validation using structural equation modeling.</p><h3>Findings</h3><p>The instructor experiential values comprise appearance, entertainment, escapism, intrinsic enjoyment, efficiency and service excellence. The course experiences are composed of sensory, sentimental, behavioral and intellectual experiences. Strong effects of the instructor experiential values on the course experiences and, in turn, on the students’ attitudes and behavioral intentions are found.</p><h3>Research limitations/implications</h3><p>This study contributes to higher education literature by leveraging the theories of meanings transfer, experiential value and brand experience for a unique perspective to the students’ interactions with higher education institute instructors and courses.</p><h3>Originality/value</h3><p>The paper’s analogy of an instructor as a brand spokesperson endorsing the course brand is an original contribution to this domain.</p>

Fulltext

Journal of Product and Brand Management

<p><a href="javascript:void(0)">The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions</a></p>

<h3>Purpose</h3><p>This study explores enablers that firms could use to motivate consumers toward responsible consumption behavior. Completing the loop of responsible consumption – linking firms and consumers –helps firms to attain responsible consumption targets as part of the sustainable development goals (SDGs).</p><h3>Design/methodology/approach</h3><p>The study uses netnography as the qualitative research methodology.</p><h3>Findings</h3><p>The important enablers of responsible consumption behavior are choice editing, design intervention, addressing consumers' environmental identity, brand assurance, promoting innovation mindset and consumer empowerment – at the level of consumers and at the crosslevel of interaction between firms and consumers. Such enablers can help the firms in nudging their consumers toward responsible consumption.</p><h3>Research limitations/implications</h3><p>Using the lens of the expectancy–value theory of achievement motivation, this study extends the theoretical domain of responsible consumption.</p><h3>Practical implications</h3><p>The enablers of responsible consumption behaviors found here serve as a useful guide for the strategies to attain the SDGs.</p><h3>Social implications</h3><p>The SDG goal 12 of responsible consumption is the focus of this study. The entire fabric of responsible consumption is woven around anthropocentric views, and hence the findings of this study have clear social implications.</p><h3>Originality/value</h3><p>This is a first study to explore how firms can facilitate consumers to consume responsibly, to attain the SDGs. This is also one of the first studies on responsible consumption, using netnography as the research methodology. Additionally, it also extends the applicability of the expectancy–value theory of achievement motivation to the context of responsible consumption behavior.</p>

Marketing Intelligence & Planning

<p>Firms enabling responsible consumption: a netnographic approach</p>

<p><strong>Research Question:</strong> The study proposes that a sponsor’s social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user’s sentiment (POS) and e-word-of-mouth (e-WOM). The relations are, further, moderated by the sponsor-event functional fit.</p><p><strong>Research Method:</strong> The data were collected from Twitter and the proposed relations analysed using seemingly unrelated regression. The sample size was 131 sponsors for tennis grand slam events across the years 2016–17.</p><p><strong>Findings:</strong> Significant effects of articulation on POS/e-WOM and of interactivity on e-WOM were found. The sponsor-event functional fit moderated the effect of event-focused articulation on POS/e-WOM and of interactivity on e-WOM.</p><p><strong>Implications:</strong> Besides conceptualizing a sponsor’s two SNS message components, this study examines their effect on the consumers’ online response. The importance of SNS message articulation and interactivity, contingent to a sponsor’s functional fit with the event, for creating maximum impact is discussed.</p>

Information Systems

European Sport Management Quarterly

<p><a href="https://www.tandfonline.com/doi/abs/10.1080/16184742.2020.1776748">‘The tweeting sponsor’: effect of a sponsor’s SNS message articulation/interactivity on consumers’ online response</a></p>