Ofrit Kol

Purpose-This paper aims to examine the association between the perceived values of information (economic, hedonic, functional, psychological) and the actual use of social networking channels (Instagram/Facebook groups/SNS personal profiles or messaging) for seeking information on accommodations. Design/methodology/approach-879 respondents aged 18-55, who travel abroad as individual tourists at least once a year and are responsible for their own accommodation choice, were surveyed. Findings-The study shows that all the values of information are more likely to be provided through posting a question on one's profile/messaging options (i.e. friends and relatives), than through Facebook groups and Instagram. The multivariate findings show that different values are associated with different SNS channel choices for seeking information. Originality/value-The study provides an innovative approach to the motivations behind the use of different SNS platforms for travel information search by consumers. It offers practical implications, suggesting how to provide the relevant content on each channel.

ABSTRACT Social network sites are used by consumers to search for information before making purchase decisions. While most research has investigated what motivates consumers to share their experiences with others and its effect on consumer behavior, the current study focuses on consumer active information search (AIS), that is, explicit consumer requests for information on SNS. This study integrates information credibility with a modified and customized UTAUT2 (Unified Theory of Acceptance and Use of technology2) to explain the consumer use of SNS for active information search. Data were collected using a representative sample of 729 Facebook users and was analyzed using Structural Equation Modeling (SEM). The results provide support for the extended UTAUT2 model and confirm its robustness in predicting consumer intention to adopt SNS as a vehicle for AIS. Moreover, the research emphasizes the centrality of information credibility and its dyadic role as an antecedent and a moderator in the adoption process.

The COVID-19 vaccine has become a strategic vehicle for reducing the spread of the pandemic. However, the uptake of the vaccine by the public is more complicated than simply making it available. Based on social learning theory, this study examines the role of communication sources and institutional trust as barriers and incentives as motivators of people’s attitudes toward vaccination and actual vaccination. Data were collected via an online panel survey among Israelis aged 18–55 and then analyzed using structural equation modeling (SEM). Findings show that social media trust negatively mediates the effect of exposure to information on the vaccine on attitudes toward vaccination. However, mass media trust and institutional trust positively mediate this relationship. Incentives were effective motivators for forming positive attitudes and moderating the effect of institutional trust on attitude toward vaccination. This study facilitates a deeper understanding of health communication t...

PurposeGrounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested.Design/methodology/approachData were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment.FindingsA structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engag...

Basing on the large scale annual social surveys in Israel, the current study uses Generational Cohort Theory as a framework to examine the trends of internet adoption and online purchasing behavior among Generation X and Generation Y in the past decade. During the decade, the rate of internet access and online purchasing increased continuously in both generations, however internet users did not fully utilize the potential of online shopping. Our findings support the use of Generational Cohort Theory as a market segmentation tool: although the rate of internet access was higher in Generation Y, the percentage of those who bought electrical appliances, furniture or vacations online was higher in Generation X. Although Generation Y with its hedonism, extravagance and great connectivity is considered to be a more attractive target population for businesses, it is important to direct marketing efforts toward Generation X, which according to the literature buys more due to higher disposable income, and more free time.

Social network sites (SNS) provide their users with new online information sources. The information is actively created and distributed by consumers for consumers, with the intention to inform, enrich and enlighten one another about products, brands, services and more (Liu et. al., 2013; Deighton and Kornfeld, 2009). This information has been perceived to be trustworthy (Foux, 2006), personal and with minimum cost, allowing the decision-making process to be more effective (Chai et al., 2010) and improve the consumers’ decision-making process (Wang et Al., 2012; Constantinides et al., 2013).

The COVID-19 pandemic has caused disruptive change in agri-food
distribution around the world and accelerated local food buying which creates
new challenges for managers in the food industry. The purposes of this study
are to construct and empirically test a conceptual model that integrates
expectancy value theory with social and environmental values (pro-environmental
behaviour, altruism and ethnocentricity) in order to explain this
change in buying behaviour. In addition, the predictive model is examined
among various generational cohorts. For the purposes of this research, an
online panel study was conducted, employing a stratified sampling method
(n = 672). The results reveal that social and environmental values have a
significant effect on consumer positive attitude toward buying, intention to
buy, and actual change in local food buying. Nevertheless, the effects differ
among generational cohorts emphasising the different roles of social and
environmental values among generations on sustainable consumption.
Recommendations for practitioners and policy makers are suggested.

Social network sites are used by consumers to search for information before making purchase decisions. While most research has investigated what motivates consumers to share their experiences with others and its effect on consumer behavior, the current study focuses on consumer active information search (AIS), that is, explicit consumer requests for information on SNS. This study integrates information credibility with a modified and customized UTAUT2 (Unified Theory of Acceptance and Use of technol-ogy2) to explain the consumer use of SNS for active information search. Data were collected using a representative sample of 729 Facebook users and was analyzed using Structural Equation Modeling (SEM). The results provide support for the extended UTAUT2 model and confirm its robustness in predicting consumer intention to adopt SNS as a vehicle for AIS. Moreover, the research emphasizes the centrality of information credibility and its dyadic role as an antecedent and a moderator in the ...

Purpose-Grounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested. Design/methodology/approach-Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment. Findings-A structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement. Originality/value-The novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Based on U&G theory applied to social media and the (in) congruence approaches, the study suggests a new dichotomy of message appeal for digital advertising, i.e. social vs. personal message strategies. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.

Purpose. – The present research examines the relationship between personality of social network site
(SNS) users and the perceived value of the information they seek. Building on the Reasoned Action
Approach, personality is conceptualized as a background factor influencing people’s attitude towards
the information they search for on SNS.
Design/methodology/approach. – Data were collected using a face-to-face survey among Facebook users
(n = 311). Personality traits were assessed based on the Big Five dimensions. Statistical analyses estimate
the effects of personality traits on the various values of the information sought on SNS. A three-step
procedure was followed to standardize the independent variables and create interaction variables for
the moderation test.
Findings. – The results support the predictions that certain personality traits (e.g., conscientiousness and
extraversion), as described by the FFM framework, are related to particular facets of information value
(economic value and social value respectively). The effect of personality was moderated by participants’
Facebook usage intensity. Usage intensity dampens the relationship between agreeableness and functional value of information, and strengthens the negative relationship between openness-to-experience
and psychological value of information.
Practical implications. – The personality-information value relationships found can help social media practitioners and marketers shape the content and appeal of the messages communicated to their audience
on SNS, and tailor marketer-customer interactions in an engaging way.
Originality/value. – The present research contributes to understanding the pivotal role of personality in
evaluating the information people seek on social networks. It also adds to the literature regarding FFM
and social media usage by supporting the notion that the Big Five personality traits predict value aspects
of information that people pursue in the course of search behavior on Facebook.

In retailing, it is recognized that prominent differences exist between generational cohorts. As such, analysis of varying patterns of personality traits and their effects between generations is essential for understanding consumer behaviors. This research focuses on the association between the Big Five personality traits and m-shopping intentions of hedonic products among four generational cohorts: baby boomers and Generations X, Y, and Z. Generational cohort theory, the Big Five Personality Model, and resistance to innovations theory are integrated in a theoretical framework. The research was conducted by online survey of 1241 Internet users aged 14-72. Different patterns of effects of personality traits between generations were found. For baby boomers and Generation X, a positive association between openness to experience and m-shopping intention was found. Moreover, in these generations, personality traits were more powerful in predicting m-shopping intention, compared to younger generations. Among Generation Y, extraversion was positively correlated with m-shopping intention. Among Generation Z, a negative correlation between agreeableness and m-shopping intention was found. Based on our findings, we propose a generational approach to marketing strategy and suggest specific practical implications.

Social network sites (SNS) provide their users with various sources of online information, commercial and non-commercial. This study examines the UTAUT model in the context of SNS and suggests three types of values (Economic, Psychological and Social) as mediators between behavioral intention and use behavior. The empirical test indicates that the UTAUT model is applicable in SNS context. A path model suggests that the economic value and the psychological value have direct positive relationships with both commercial and non-commercial information sources, while the social value has a direct relationship only with non-commercial information sources. Practical implications are discussed.