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On social media, individuals’ behavior can be affected as a result of either direct and intended recommendations by social media friends, or unintentional brand-related actions developed by social media friends. This study addresses the differences between intentional and unintentional influences by testing a model that delineates similarity and tie strength as drivers of influence, and purchase intention and social media engagement as the main outcomes. Based on the elaboration likelihood model, we analyze the underlying mechanism of unintentional influences versus intentional ones by comparing the role of source usefulness and information usefulness in the two influential processes. Results of two studies show that individuals can be unintentionally influenced by their social media friends, and the effect is similar to that from intentional influences. However, different mechanisms seem to be involved in the two influential processes. A central route of processing seems to be the mechanism underlying intentional influence, whereas both central and peripheral routes are used when the influence is unintentional.
Maria Sicilia; Mariola Palazón; Manuela López. Intentional vs. unintentional influences of social media friends. Electronic Commerce Research and Applications 2020, 42, 100979 .
AMA StyleMaria Sicilia, Mariola Palazón, Manuela López. Intentional vs. unintentional influences of social media friends. Electronic Commerce Research and Applications. 2020; 42 ():100979.
Chicago/Turabian StyleMaria Sicilia; Mariola Palazón; Manuela López. 2020. "Intentional vs. unintentional influences of social media friends." Electronic Commerce Research and Applications 42, no. : 100979.
Maria Sicilia; Jesus Merino. INTEGRACIÓN DE LA ESTRATEGIA DE COMUNICACIÓN EN CANALES PROPIOS: EL CASO DE EL CORTE INGLÉS. aDResearch ESIC International Journal of Communication Research 2020, 21, 08 -26.
AMA StyleMaria Sicilia, Jesus Merino. INTEGRACIÓN DE LA ESTRATEGIA DE COMUNICACIÓN EN CANALES PROPIOS: EL CASO DE EL CORTE INGLÉS. aDResearch ESIC International Journal of Communication Research. 2020; 21 (21):08-26.
Chicago/Turabian StyleMaria Sicilia; Jesus Merino. 2020. "INTEGRACIÓN DE LA ESTRATEGIA DE COMUNICACIÓN EN CANALES PROPIOS: EL CASO DE EL CORTE INGLÉS." aDResearch ESIC International Journal of Communication Research 21, no. 21: 08-26.
Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Findings Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity. Research limitations/implications A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences. Practical implications The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love. Originality/value The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.
Mariola Palazon; Elena Delgado-Ballester; Maria Sicilia. Fostering brand love in Facebook brand pages. Online Information Review 2019, 43, 710 -727.
AMA StyleMariola Palazon, Elena Delgado-Ballester, Maria Sicilia. Fostering brand love in Facebook brand pages. Online Information Review. 2019; 43 (5):710-727.
Chicago/Turabian StyleMariola Palazon; Elena Delgado-Ballester; Maria Sicilia. 2019. "Fostering brand love in Facebook brand pages." Online Information Review 43, no. 5: 710-727.
Crowdfunding has become a popular and achievable means of funding projects worldwide. The purpose of this study is to determine which personal and social traits can increase individuals’ intention to participate in crowdfunding. This study examines innovativeness, attitudes toward helping others and interpersonal connectivity as determinants of consumers’ intention to participate in crowdfunding. Social identification with the crowdfunding community is proposed as a mediator in the model. The results show that both social identification with the crowdfunding community and innovativeness have a positive effect on intention to participate. In addition, attitudes toward helping others and interpersonal connectivity indirectly affect intention to participate in crowdfunding through social identification with the crowdfunding community. This study analyzes a general audience of potential crowdfunders; therefore, the results identify just the indications for potential intentions to participate in crowdfunding activities. Companies or fund-seekers currently using or expecting to use crowdfunding have to develop strategies focused on promoting social identification with the crowdfunding community. More effort should be devoted for developing consumers’ social relationships and ties within the crowdfunding community. This study contributes to the literature by clarifying the characteristics that potential crowdfunders should have to be more prone to participate in these types of projects. El crowdfunding se ha convertido en un medio popular y factible de financiar proyectos en todo el mundo. El objetivo principal de este estudio es determinar qué características personales y sociales pueden aumentar la intención de los individuos de participar en el crowdfunding. Esta investigación examina la capacidad de innovación, las actitudes hacia ayudar a los demás y la conectividad interpersonal como determinantes de la intención de los consumidores de participar en el crowdfunding. La identificación social con la comunidad de crowdfunding se propone como un mediador en el modelo. Los resultados muestran que tanto la identificación social con la comunidad de crowdfunding y la capacidad de innovación tienen un efecto positivo en la intención de participar en proyectos de crowdfunding. Además, las actitudes hacia ayudar a los demás y la conectividad interpersonal afectan indirectamente la intención de participar en el crowdfunding a través de la identificación social con la comunidad de crowdfunding. Esta investigación analiza una audiencia general de posibles “crowdfunders”, por lo tanto, los resultados identificaron solo indicaciones de intenciones potenciales para participar en actividades de crowdfunding. Las empresas o emprendedores que actualmente usan o esperan usar el crowdfunding como método de financiación, deben desarrollar estrategias enfocadas en promover la identificación social con la comunidad de crowdfunding; así como fomentar el desarrollo de las relaciones y las relaciones sociales de los consumidores dentro de la comunidad de crowdfunding. Esta investigación contribuye a la literatura explicando las características sociales y personales de los individuos que con más propensión participarían en este tipo de proyectos.
Yusimi Rodriguez-Ricardo; María Sicilia; Manuela López. What drives crowdfunding participation? The influence of personal and social traits. Spanish Journal of Marketing - ESIC 2018, 22, 163 -182.
AMA StyleYusimi Rodriguez-Ricardo, María Sicilia, Manuela López. What drives crowdfunding participation? The influence of personal and social traits. Spanish Journal of Marketing - ESIC. 2018; 22 (2):163-182.
Chicago/Turabian StyleYusimi Rodriguez-Ricardo; María Sicilia; Manuela López. 2018. "What drives crowdfunding participation? The influence of personal and social traits." Spanish Journal of Marketing - ESIC 22, no. 2: 163-182.
Purpose Social network sites (SNSs) are an important part of consumers’ everyday lives, and have been recognized as a useful marketing channel. However, little is known about how brands should communicate in order to be more effective and maximize the diffusion of electronic word of mouth (eWOM) in these platforms. The purpose of this paper is to explore the effect of directional posts on consumers depending on previous diffusion of the post and consumers’ connectivity. Design/methodology/approach A between-subjects experimental design was used. The sample consisted of 369 individuals. Findings The results show that directional posts only enhance the intention to spread eWOM and the attitude toward the product when the brand post was highly diffused. This effect is stronger among highly connected consumers (hubs) than among less well-connected individuals. Originality/value To the best of the authors̓ knowledge, this is one of the first studies to analyze the persuasiveness of marketers’ explicit encouragements to “like” brand posts, a tactic known as directional posts. The study investigates whether and how consumer responses to directional posts are influenced by responses from others and by the number of connections that consumers have within the SNSs.
Manuela López; Maria Sicilia; Peeter W.J. Verlegh. “Click like if you like it”: the effect of directional posts on social network sites. Online Information Review 2017, 41, 672 -690.
AMA StyleManuela López, Maria Sicilia, Peeter W.J. Verlegh. “Click like if you like it”: the effect of directional posts on social network sites. Online Information Review. 2017; 41 (5):672-690.
Chicago/Turabian StyleManuela López; Maria Sicilia; Peeter W.J. Verlegh. 2017. "“Click like if you like it”: the effect of directional posts on social network sites." Online Information Review 41, no. 5: 672-690.
Purpose Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community. Design/methodology/approach A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling. Findings The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands. Originality/value Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.
Manuela López; María Sicilia; Alberto Alejandro Moyeda-Carabaza. Creating identification with brand communities on Twitter. Internet Research 2017, 27, 21 -51.
AMA StyleManuela López, María Sicilia, Alberto Alejandro Moyeda-Carabaza. Creating identification with brand communities on Twitter. Internet Research. 2017; 27 (1):21-51.
Chicago/Turabian StyleManuela López; María Sicilia; Alberto Alejandro Moyeda-Carabaza. 2017. "Creating identification with brand communities on Twitter." Internet Research 27, no. 1: 21-51.
Manuela López; Maria Sicilia; Carmen Hidalgo-Alcázar. WOM Marketing in Social Media. Advertising in New Formats and Media 2016, 149 -168.
AMA StyleManuela López, Maria Sicilia, Carmen Hidalgo-Alcázar. WOM Marketing in Social Media. Advertising in New Formats and Media. 2016; ():149-168.
Chicago/Turabian StyleManuela López; Maria Sicilia; Carmen Hidalgo-Alcázar. 2016. "WOM Marketing in Social Media." Advertising in New Formats and Media , no. : 149-168.
Manuela López; María Sicilia. Identification of loyal opinion leaders on Twitter. Cuadernos de Gestión 2016, 2016, 105 -124.
AMA StyleManuela López, María Sicilia. Identification of loyal opinion leaders on Twitter. Cuadernos de Gestión. 2016; 2016 (1):105-124.
Chicago/Turabian StyleManuela López; María Sicilia. 2016. "Identification of loyal opinion leaders on Twitter." Cuadernos de Gestión 2016, no. 1: 105-124.
La información que recibe un consumidor puede ir en contra de su opinión o actitud inicial generando un estado de ambivalencia. Sin embargo, existe una carencia en la literatura acerca de lo resistente que es la actitud inicial al cambio en ese estado. En este trabajo se analiza si las emociones experimentadas durante el proceso de formación de las actitudes influyen en la resistencia del individuo a modificar su actitud inicial. Se propone que algunas emociones, debido a su naturaleza específica, son capaces de generar actitudes más difíciles de cambiar. Consumers may receive information against their opinion or initial attitude creating a situation of ambivalence. However, resistance to attitude change in case of ambivalence is still unexplored. In this paper we analyze whether emotions experienced while attitudes are being formed exert influence on the resistance to attitude change. We propose that some emotions, because of their specific nature, may increase the individuals' resistance to attitude change.
Mari Carmen Caro Jiménez; María Sicilia Piñero. Las emociones y la resistencia al cambio de las actitudes. Revista Española de Investigación de Marketing ESIC 2014, 18, 17 -31.
AMA StyleMari Carmen Caro Jiménez, María Sicilia Piñero. Las emociones y la resistencia al cambio de las actitudes. Revista Española de Investigación de Marketing ESIC. 2014; 18 (1):17-31.
Chicago/Turabian StyleMari Carmen Caro Jiménez; María Sicilia Piñero. 2014. "Las emociones y la resistencia al cambio de las actitudes." Revista Española de Investigación de Marketing ESIC 18, no. 1: 17-31.
Research has widely demonstrated that personal sources of information are more influential than firm-generated sources. The potential impact of others’ opinions has dramatically increased with the development of the Internet. However, very little is known about what makes certain opinions more influential than others. The purpose of this paper is to examine the determinants of electronic word of mouth (e-WOM) influence. We demonstrate that the influence of e-WOM depends on source credibility, valence, and the volume of information obtained from e-WOM. More interestingly, we also find that there exists a quadratic relationship between consumers’ Internet experience and e-WOM influence.
Manuela López; María Sicilia. Determinants of E-WOM Influence: The Role of Consumers' Internet Experience. Journal of Theoretical and Applied Electronic Commerce Research 2014, 9, 7 -8.
AMA StyleManuela López, María Sicilia. Determinants of E-WOM Influence: The Role of Consumers' Internet Experience. Journal of Theoretical and Applied Electronic Commerce Research. 2014; 9 (1):7-8.
Chicago/Turabian StyleManuela López; María Sicilia. 2014. "Determinants of E-WOM Influence: The Role of Consumers' Internet Experience." Journal of Theoretical and Applied Electronic Commerce Research 9, no. 1: 7-8.
Most companies use their websites to promote themselves, their products, and their services; these sites provide ever-increasing amounts of information. This paper examines the effects of the amount of information provided on a website on consumers' processing and attitudes. We propose that the amount of information has differential effects on consumers' information processing and attitudes. The influence of need for cognition is also examined. In our study, we create an experimental website with three versions, with each version providing different amounts of information. Results indicate that while information processing diminishes under high levels of information, attitudes remain favorable. In addition, the individual's need for cognition moderates the influence of the amount of information on both consumer information processing and attitudes.
Maria Sicilia; Salvador Ruiz. The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes. Journal of Interactive Marketing 2010, 24, 31 -41.
AMA StyleMaria Sicilia, Salvador Ruiz. The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes. Journal of Interactive Marketing. 2010; 24 (1):31-41.
Chicago/Turabian StyleMaria Sicilia; Salvador Ruiz. 2010. "The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes." Journal of Interactive Marketing 24, no. 1: 31-41.
Maria Sicilia; Salvador Ruiz; Nina Reynolds. Attitude Formation Onlin - how the Consumer's need for Cognition Affects the Relationship between Attitude towards the Website and Attitude towards the Brand. International Journal of Market Research 2006, 48, 139 -154.
AMA StyleMaria Sicilia, Salvador Ruiz, Nina Reynolds. Attitude Formation Onlin - how the Consumer's need for Cognition Affects the Relationship between Attitude towards the Website and Attitude towards the Brand. International Journal of Market Research. 2006; 48 (2):139-154.
Chicago/Turabian StyleMaria Sicilia; Salvador Ruiz; Nina Reynolds. 2006. "Attitude Formation Onlin - how the Consumer's need for Cognition Affects the Relationship between Attitude towards the Website and Attitude towards the Brand." International Journal of Market Research 48, no. 2: 139-154.
This paper examines how consumers process the information available, and what their experiences are, when exposed to an interactive Web site as compared with a noninteractive Web site. The experiment developed analyzes two versions of a Web site in which the capacity to interact with the message has been manipulated. The results show that the interactive Web site leads to more information processing, higher favorability toward the product and the Web site, and greater flow state intensity. In addition, the findings confirm the hypothesized moderating effect of need for cognition on information processing. Implications for new media researchers and practitioners are discussed.
Maria Sicilia; Salvador Ruiz; Jose L. Munuera. EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition. Journal of Advertising 2005, 34, 31 -44.
AMA StyleMaria Sicilia, Salvador Ruiz, Jose L. Munuera. EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition. Journal of Advertising. 2005; 34 (3):31-44.
Chicago/Turabian StyleMaria Sicilia; Salvador Ruiz; Jose L. Munuera. 2005. "EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition." Journal of Advertising 34, no. 3: 31-44.