Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation

• Published in: Journal of research in interactive marketing Vol. 14; no. 4; pp. 431 - 459
• Main Authors: Izogo, Ernest Emeka, Mpinganjira, Mercy
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 13.11.2020; Emerald Group Publishing Limited
• Subjects: Brand loyalty; Consumers; Consumption; Cultural differences; Culture; Customers; Digital media; Inspiration; Marketing; Motivation; Multivariate statistical analysis; Psychometrics; Purchase intention; Regression analysis; Social networks; Variance analysis; Cultural orientation; Consumer psychology; Online advertising; Customer engagement behaviors; Marketing communication; Customer inspiration; Purchase intention; Advertising; Social-media contents; Computer-mediated communication

Purpose Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational content inspires consumers across cultures. This paper aims to take on this agenda through a vignette experimental study. D...