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    Building a tribe on Instagram: User-generated and Firm-created Content can drive brand evangelism and fidelity
    (Routledge, 2024) Ibrahim, Blend; Hazzam, Joe; Ali Qalati, Sikandar; Aljarah, Ahmad; Dobson, Paul
    The social media revolution has significantly transformed marketing plans and practices in the business world. Firm-Created Content (FCC) and User-Generated Content (UGC) serve as critical social media communication tools for brands to connect and build relationships with customers. This study investigates the influence of FCC and UGC on affective commitment, brand evangelism, and fidelity. Drawing on the Stimulus-Organism-Response (SOR) model, this study aims to explore the impact of FCC and UGC on affective commitment, which, in turn, mediates the relationships between these social media communication tools (FCC and UGC), brand evangelism and fidelity. The research, focusing on a coffee-shop chain’s FCC and UGC on Instagram, utilizing structural equation modeling to analyze data from a sample of 341 Instagram users in the USA who are Starbucks customers. The findings reveal that FCC and UGC are positively and significantly related to brand evangelism and fidelity. Furthermore, the results suggest that affective commitment mediates the relationship between FCC, UGC, brand evangelism and fidelity, supporting the hypotheses concerning the indirect relationships between social media communication tools, brand evangelism and fidelity. © 2024 Informa UK Limited, trading as Taylor & Francis Group.
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    The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter
    (Emerald Publishing, 2022) Aljarah, Ahmad; Sawaftah, Dima; Ibrahim, Blend; Lahuerta-Otero, Eva
    Purpose – The aim of this study is first, to investigate the relative effect of user-generated content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to examine the mediation effect of customer engagement and the moderation effect of brand familiarity in the relationship between UGC and FGC and online brand advocacy. The differential impact of UGC and FGC on consumer behavior has yet to receive sufficient academic attention among hospitality scholars. Design/methodology/approach – Based on social learning theory, cognitive consistency theory and schema theory, this study established an integrated research framework to explain the relationship between the constructs of the study. This study adopts a scenario-based experimental design in two separate studies within contexts to examine the proposed hypotheses. Findings – The results revealed that UGC is a stronger predictor of online brand advocacy than FGC. A mediation analysis supported that the effect of digital content marketing types on online brand advocacy occurs because of customer engagement. Further, when the brand was familiar, participants showed a higher level of online brand advocacy than when they were exposed to FGC (vs. unfamiliar brand), whereas the effect of familiar and unfamiliar brands on online brand advocacy remains slightly close to each other when the participants were exposed to UGC. Brand familiarity positively enhanced participants’ engagement when they were exposed to UGC. Further, customer engagement is only a significant mediator when the brand is unfamiliar. Practical implications – This paper presents significant managerial implications for hospitality companies about how they can effectively enhance brand advocacy in the online medium. Originality/value – This research provides a novel contribution by examining the differential impact of UGC and FGC on online brand advocacy as well as uncovering the underlying mechanism of how and under what conditions user- and firm-generated content promotes online brand advocacy in the hospitality context.
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    Doing good does not always lead to doing well: The corrective, compensating and cultivating goodwill CSR effects on brand defense
    (Routledge, 2022) Aljarah, Ahmad; Ibrahim, Blend; Lahuerta-Otero, Eva; García de los Salmones, Maria del Mar
    This study investigated the relative impacts of three corporate social responsibility (CSR) types – namely corrective, compensating and cultivating CSR – on brand defense by considering customer–company’s (C–C’s) identification mediation role and CSR authenticity’s moderation role in these relationships. A between-subject experiment was conducted on 573 coffee shop customers in the United States. The findings revealed corrective CSR is the strongest brand defense predictor, followed by compensating and cultivating CSR. The CSR types’ relative effects are mediated by C–C identification, and as such, compensating CSR’s indirect effects on brand defense through C–C identification are stronger than cultivating CSR’s indirect effects on brand defense. When the CSR authenticity level is high, cultivating CSR has a significant indirect effect – through C–C identification – on brand defense that is stronger than when the CSR authenticity level is low. When the level is high, compensating CSR has an insignificant indirect effect – through C–C identification – on brand defense, similar to when the level is low. Finally, findings on moderated mediation revealed the indirect relationship between the three CSR types on brand defense – through C–C identification – is moderated by CSR authenticity.
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    In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement
    (Emerald Group Publishing Ltd, 2024) Aljarah, Ahmad; Ibrahim, Blend; Lopez, Manuela
    PurposeSynthetic advertising, which involves creating or modifying ads through artificial intelligence (AI) technology, has recently transformed the field of media and advertising. Despite its emerging importance, our understanding of consumer perceptions in this context is limited. This study is one of the first to explore the impact of synthetic advertising on consumer behavior.Design/methodology/approachAcross two between-subject experimental studies, using coffee shop customers in the USA, we tested how, why and when awareness of falsity in AI-generated corporate social responsibility (CSR) ads affects online brand engagement.FindingsIn Study 1, awareness of falsity in AI-generated CSR ads negatively impacts online brand engagement, with perceived sincerity mediating this relationship. Additionally, a higher level of CSR authenticity mitigates the negative effect of awareness of falsity on online brand engagement. CSR authenticity does not moderate the mediation effect of perceived sincerity in the relationship between awareness of falsity and online brand engagement. In Study 2, the relationship between awareness of falsity and online brand engagement is moderated by brand familiarity. Importantly, perceived sincerity only mediates this effect for unfamiliar brands, not familiar ones.Practical implicationsThis study provides key insights for managers using AI to promote CSR initiatives. While AI can save time and budget, it may lead to negative consumer reactions due to perceptions of insincerity. To mitigate this, companies should focus on enhancing the authenticity of their CSR efforts and humanizing AI-generated ads. Additionally, established brands should be cautious of reduced consumer engagement with AI-generated content, while unfamiliar brands can benefit by emphasizing sincerity in their messaging.Originality/valueThis paper is one of the first studies that discuss how, why and when awareness of falsity in AI-generated corporate social responsibility ads affects online brand engagement.
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    Investigating The Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust
    (Sage Publications India Pvt. Ltd, 2023) Ibrahim, Blend; Aljarah, Ahmad; Hazzam, Joe; Elrehail, Hamzah; Qalati, Sikandar Ali
    The concept of social media marketing (SMM) extends beyond general marketing. SMM has significantly impacted the creation and development of marketing concepts. Drawing on the stimulus (S)–organism (O)–response (R) model, this research aimed to explore benevolence trust, active participation and intention to follow advice (IFA) as three consequences of SMM activities (SMMAs). It also aimed to investigate benevolence trust and active participation as a mediator between SMMAs and IFA with regard to a restaurant brand advertised on Facebook. This study used structural equation modelling and obtained data from 364 followers of a restaurant’s Facebook page. The study results showed that SMMAs significantly influenced benevolence trust, active participation and IFA. Furthermore, benevolence trust and active participation significantly influenced IFA. The findings also indicated that benevolence trust mediates the relationship between SMMAs and customer IFA. In addition, active participation with restaurant brands on Facebook acts as a mediator between SMMAs and IFA.
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    Make it real, make it useful! The impact of AR social experience on brand positivity and information sharing
    (Emerald Publishing, 2024) Shaheen, Riziq; Aljarah, Ahmad; Ibrahim, Blend; Hazzam, Joe; Ghasemi, Matina
    Purpose: This study investigated the impact of the perceived Augmented Reality (AR) social experience of restaurant menus on two types of prosocial behaviors: brand positivity and brand information sharing. Design/methodology/approach: This study adopts the expectancy-value model as a framework, drawing on the cognitive load, self-determination, and media richness theories. Using a sample of 879 participants from the United States, the research model was tested using structural equation modeling (PLS-SEM). Findings: The findings indicate that the social experience derived from using AR menus significantly predicts brand positivity and brand information sharing. The perceived usefulness of AR mediates this relationship. Moreover, AR reality congruence acts as a significant mediator between perceived AR social experience and brand positivity but not brand information sharing. The positive relationship between AR social experience, brand positivity, and brand information sharing is sequentially mediated by AR reality congruence and AR usefulness. Originality/value: This groundbreaking research pioneers a fresh perspective, delving into the impact of AR social experiences on consumers' prosocial behaviors, specifically brand positivity and information sharing. Unravels intricate mechanisms, shedding light on how and under what circumstances AR social experiences foster positive behaviors within the dynamic realm of food services and restaurant settings. This study provides valuable insights for restaurant managers and marketers to leverage AR technology to create engaging and immersive customer-dining experiences, a concept that has not been thoroughly explored in previous studies.
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    The role of social media marketing activities in driving self–brand connection and user engagement behavior on Instagram: a moderation–mediation approach
    (Emerald, 2023) Ibrahim, Blend; Aljarah, Ahmad
    Purpose – This study explores central questions related to the connection between social media marketing activities (SMMAs), user engagement and the self-brand connection of restaurant Instagram pages. The study examines the mediating role of user engagement between SMMAs and self–brand connections. Also, this study explores the connection between SMMAs and user engagement through the moderating role of gender and trust. Design/methodology/approach – A convenience sample method was employed to collect data from customers (18–24 years old). A structural equation modeling approach and PROCESS macro were applied based on 298 online questionnaires completed by customers who follow restaurant Instagram pages. The mediating effect for user engagement and the moderating effect for gender and trust were performed. Findings – The findings revealed that SMMAs have a significant positive influence on self–brand connection and user engagement. Further, user engagement acts as a mediator between SMMAs and self–brand connection. The results illustrate the importance of SMMAs in enhancing user engagement in light of gender and trust. Practical implications – This paper presents significant managerial implications for restaurant businesses about how SMMAs can effectively enhance user engagement behavior and self–brand connection on Instagram pages. Originality/value – This research developed a theoretical model to understand how SMMAs might enhance user engagement in the restaurant industry by invoking gender and trust as moderating variables in the relationship between SMMAs and user engagement. This paper offers new theoretical and practical contributions that add value to social media marketing (SMM) literature by testing the moderated–mediation model of these constructs in the hospitality sector.