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Perceptions Of Warmth & Competence In Online Networking: An Experimental Analysis Of A Company Launch

Author

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  • Andreia Gabriela ANDREI

    (Alexandru Ioan Cuza University of Iasi, Romania, Carol I Blvd, no.11, 700506, Iasi, Romania)

  • Adriana ZAIÞ

    (Alexandru Ioan Cuza University of Iasi, Romania, Carol I Blvd, no.11, 700506, Iasi, Romania)

Abstract

Our interdisciplinary research examines consumer perceptions and behavioral tendencies generated by these perceptions. The study is placed in the context of online networking and it uses marketing, branding and psychology literature, especially the theory of warmth and competence from social cognition and Aaker et al.'s research results about firm stereotyping: 'for-profits' as high in competence vs. 'non-profits' as high in warmth. We used an experimental approach to investigate ways to attain the 'golden quadrant of consumer perceptions' (high warmth and high competence) that would jointly drive sales and brand advocacy in social networking sites. Offering a ready-to-use hint for companies, our results suggest people's proneness to support new market-comers and start-ups combining for-profit with social entrepreneurship. The effects of corporate communications on online user's perceptions are discussed.

Suggested Citation

  • Andreia Gabriela ANDREI & Adriana ZAIÞ, 2014. "Perceptions Of Warmth & Competence In Online Networking: An Experimental Analysis Of A Company Launch," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 13, pages 11-29, June.
    • Handle: RePEc:aic:revebs:y:2014:i:13:andreia
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    References listed on IDEAS

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    1. Grandey, Alicia A. & Fisk, Glenda M. & Mattila, Anna S. & Jansen, Karen J. & Sideman, Lori A., 2005. "Is "service with a smile" enough? Authenticity of positive displays during service encounters," Organizational Behavior and Human Decision Processes, Elsevier, vol. 96(1), pages 38-55, January.
    2. Aaker, Jennifer & Vohs, Kathleen D. & Mogilner, Cassie, 2010. "Non-profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Research Papers 2047, Stanford University, Graduate School of Business.
    3. Andreia Gabriela ANDREI, 2012. "A Word-Of-Mouse Approach For Word-Of-Mouth Measurement," The USV Annals of Economics and Public Administration, Stefan cel Mare University of Suceava, Romania, Faculty of Economics and Public Administration, vol. 12(2(16)), pages 87-93, December.
    4. Dann, Stephen, 2010. "Redefining social marketing with contemporary commercial marketing definitions," Journal of Business Research, Elsevier, vol. 63(2), pages 147-153, February.
    5. de Chernatony, Leslie & Cottam (née Drury), Susan, 2009. "Interacting contributions of different departments to brand success," Journal of Business Research, Elsevier, vol. 62(3), pages 297-304, March.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Elena – Madalina VATAMANESCU & Ioana – Felicia CONSTANTIN, 2015. "Facebook Usage as Social Screening. Exploring the Approach of Admissions Officers from Management Colleges," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 3(1), pages 61-77, March.
    2. Oana ȚUGULEA & Andreia Gabriela ANDREI & Claudia STOIAN BOBÂLCĂ & Adriana MANOLICĂ, 2017. "Online Buyer's Perspective of E-shops Credibility: Measurement Dimensions," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(4), pages 641-661, December.
    3. Claudia BOBALCA & Daniela-Cornelia APACHITEI & Adriana MANOLICA & Teodora ROMAN, 2014. "Brand Loyalty – A Determinant Of Brand Equity," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 14, pages 63-83, December.
    4. Portal, Sivan & Abratt, Russell & Bendixen, Michael, 2018. "Building a human brand: Brand anthropomorphism unravelled," Business Horizons, Elsevier, vol. 61(3), pages 367-374.
    5. Andrei, Andreia Gabriela & Adriana, Zait, 2014. "Branding insights: an interdisciplinary journey from perception to action," MPRA Paper 61114, University Library of Munich, Germany.
    6. Oana TUGULEA, 2014. "Does A Different Year Of Study Means Different Important Credibility Dimensions? A Study On The Dimensions Of Credibility Of Online Sales Websites," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 14, pages 31-49, December.

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    More about this item

    Keywords

    perceptions of warmth and competence; corporate communications; social media branding;
    All these keywords.

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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