Revista de Administração FACES Journal, Aug 23, 2021
The study aims to analyze the effect of humor on user engagement in relation to Globo Rural profi... more The study aims to analyze the effect of humor on user engagement in relation to Globo Rural profile posts on Twitter. It is a quantitative, conclusive, descriptive research, with data collection by observation and analysis via descriptive statistics and T-Test. 1,100 publications of Globo Rural magazine on Twitter were collected and analyzed. The results of the study revealed that there is a statistically significant and positive difference in the three engagement variables in relation to the presence of humor in the analyzed publications. There was also a difference in engagement averages in relation to the day and type of content of the publication: the averages in publications without humor on weekends are higher compared to publications on weekdays during the week, while in publications with humor the averages in weekends are shorter compared to weekday publications.O estudo tem como objetivo analisar o efeito do humor no engajamento dos usuários em relação a publicações do perfil Globo Rural no Twitter. Trata-se de uma pesquisa quantitativa, conclusiva, descritiva, com coleta de dados por observação e análise via estatística descritiva e Teste-T. Foram coletadas e analisadas 1.100 publicações da revista Globo Rural no Twitter. Os resultados do estudo revelaram que há diferença estatística significativa e positiva nas três variáveis de engajamento em relação à presença de humor nas publicações analisadas. Observou-se também uma diferença nas médias de engajamento em relação ao dia e tipo de conteúdo da publicação: as médias nas publicações sem humor em finais de semana são maiores comparadas as publicações em dias úteis na semana, enquanto nas publicações com humor as médias em finais de semana são menores se comparadas as publicações em dias úteis na semana
International Journal of Retail & Distribution Management, Aug 11, 2022
PurposeThis study investigates impulse buying as a consumer behaviour outcome in omnichannel reta... more PurposeThis 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/approachAn 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).FindingsChannel 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 implicationsThe 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/valueThis 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.
International Journal of Retail & Distribution Management
PurposeThis study investigates impulse buying as a consumer behaviour outcome in omnichannel reta... more PurposeThis 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/approachAn 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).FindingsChannel 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 implicationsThe results indicate that retailers that use the om...
Revista de Administração FACES Journal, Aug 23, 2021
The study aims to analyze the effect of humor on user engagement in relation to Globo Rural profi... more The study aims to analyze the effect of humor on user engagement in relation to Globo Rural profile posts on Twitter. It is a quantitative, conclusive, descriptive research, with data collection by observation and analysis via descriptive statistics and T-Test. 1,100 publications of Globo Rural magazine on Twitter were collected and analyzed. The results of the study revealed that there is a statistically significant and positive difference in the three engagement variables in relation to the presence of humor in the analyzed publications. There was also a difference in engagement averages in relation to the day and type of content of the publication: the averages in publications without humor on weekends are higher compared to publications on weekdays during the week, while in publications with humor the averages in weekends are shorter compared to weekday publications.O estudo tem como objetivo analisar o efeito do humor no engajamento dos usuários em relação a publicações do perfil Globo Rural no Twitter. Trata-se de uma pesquisa quantitativa, conclusiva, descritiva, com coleta de dados por observação e análise via estatística descritiva e Teste-T. Foram coletadas e analisadas 1.100 publicações da revista Globo Rural no Twitter. Os resultados do estudo revelaram que há diferença estatística significativa e positiva nas três variáveis de engajamento em relação à presença de humor nas publicações analisadas. Observou-se também uma diferença nas médias de engajamento em relação ao dia e tipo de conteúdo da publicação: as médias nas publicações sem humor em finais de semana são maiores comparadas as publicações em dias úteis na semana, enquanto nas publicações com humor as médias em finais de semana são menores se comparadas as publicações em dias úteis na semana
International Journal of Retail & Distribution Management, Aug 11, 2022
PurposeThis study investigates impulse buying as a consumer behaviour outcome in omnichannel reta... more PurposeThis 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/approachAn 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).FindingsChannel 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 implicationsThe 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/valueThis 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.
International Journal of Retail & Distribution Management
PurposeThis study investigates impulse buying as a consumer behaviour outcome in omnichannel reta... more PurposeThis 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/approachAn 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).FindingsChannel 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 implicationsThe results indicate that retailers that use the om...
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