Purpose: This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust, satisfaction, and perceived value as the organism, and impulse buying as the response.Design/methodology/approach: An online survey was conducted with 229 customers of a Brazilian retailer that adopts the omnichannel strategy. Data were analysed by partial least squares structural equation modelling (PLS-SEM).Findings: Channel integration and convenience had a positive influence on consumer empowerment which, in turn, influenced customer satisfaction and trust, producing direct and indirect effects on their perception of value relative to the retailer. In addition, impulsive buying was significantly influenced by perceived value.Practical implications: The results indicate that retailers that use the omnichannel strategy need to be alert to the factors mentioned above. The study empirically demonstrates that investing in channel integration increases customer empowerment, which will significantly improve customer trust and satisfaction and, eventually, customer impulse buying from the retailer.Originality/value: This work contributes to the literature on marketing and consumer behaviour by identifying factors that influence consumers' impulse buying behaviour in the context of omnichannel retail. It suggests that impulse buying may be a relevant variable to understand the reaction of consumers empowered by the integration of the marketing channels and the convenience offered to them in an omnichannel retail environment.

Purpose: Social media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on Facebook are examined in a higher education institutions (HEIs) context.Design/methodology/approach: Data was collected from 1,981 Facebook brand posts of 16 Brazilian HEIs and thoroughly analyzed with seemingly unrelated regression (SUR).Findings: The results indicated that the type of media does not increase the user's engagement. The emotional content, on the other hand, increases the number of likes and shares and not comments. An interaction between dimensions, type of media and content is relevant disclosed to increase engagement metrics, while characteristics related to the day and time of posting are not relevant.Research limitations/implications: This study analyzes the factors that influence consumer engagement in brand messages published on Facebook, in the context of higher education institutions. Specifically, the authors seek to examine the influence that emanates from the likes, comments and shares: (1) factors related to the type of media (interactivity and liveliness); (2) content-related factors (remuneration, emotional, entertainment and informational); and (3) factors related to posting (day of the week and time of day).Practical implications: In the context of educational services, social media is increasingly present, remarkably in HEI marketing practices. Previous studies have shown that universities use social media (mainly Facebook) to promote interactivity with students. The study presents the key characteristics of the postings by the HEIs, with an emphasis on the liveliness, the interactivity of the media, and the information content of the posts. It stands out by the examination of the most relevant factors that influence Facebook engagement, and by providing evidence on the strength of the factors related to post features that influence user engagement.Originality/value: The research contributes to the proposition and empirical test of a predictive model of consumer engagement on Facebook, which can predict engagement in an HEI context.Peer review: The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0242

A pandemia do novo Coronavírus (SARS-CoV-2, o COVID-19) tem sido pauta de discussão nas mídias tradicionais e digitais por todo o mundo. Ansiosa por informações sobre o vírus e seus malefícios, a população recebe e compartilha diversos textos e vídeos sem confirmar a veracidade dessas notícias, o que causa desinformação, medo e estado de caos a todos os receptores. Com o intuito de assegurar uma contribuição científica sobre o tema, o presente artigo apresenta inicialmente uma revisão bibliográfica sobre o SARS-CoV-2 e analisa, também, a utilização do termo “coronavírus” em notícias falsas, as chamadas Fake News. Os resultados apontam para um crescente interesse da população por informações sobre o termo e o combate que vem sendo realizado não apenas pelo Ministério de Saúde do Brasil, mas também por veículos da mídia tradicional para a perpetuação das notícias falsas na internet.

Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context.Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.Originality/relevance: The study investigates a relevant theme - social media marketing communication -, whereby a knowledge gap was detected; notably, with regards to HEI and developing countries. The results indicate several relevant effects involving the post’s interactivity and vividness on Facebook that lead to user engagement.Results: Our findings show that posts with high interactivity have an inverse influence on the number of users’ likes and comments. Posts with high vividness yield a higher quantity of likes, but a lower number of user comments and shares.Theoretical contributions: The research broadens the understanding of Facebook posting practices in the context of HEI, providing evidence on the timing of the posts and the typology of media (interactivity and vividness). At the same time, it allows us to confirm theoretical propositions and empirical findings that emanate from the literature regarding the effect of post characteristics with respect to user engagement in social media.