This study examines the motives of employees to engage in workrelated social media use – i.e. the use of personal social mediaaccounts to communicate about work-related issues. The theory ofplanned behavior (TPB) was used to explain this behavior.Because social media can enable users to express theiridentities, social identity expressiveness and self-identityexpressiveness were added to the TPB model. Through an onlinequestionnaire, using purposive sampling technique, 514 Dutchemployees were asked about their social media use and motivationto do so. We used structural equation modelling (SEM) to testour hypotheses. Results indicate that these identity constructsenhance the predictive ability of the TPB. As such, workrelationsocial media use is likely to take place spontaneouslyrather than deliberately and consciously planned.
Although it appears increasingly important yet potentially challenging to attract consumers to physical stores, location‐based messaging has been said to enable such attraction. Still, existing studies offer very limited insight into which particular location‐based persuasion approach retailers should use. This study aimed to establish and compare the potential of two discrepant persuasion strategies to influence consumers’ experiences and thereby stimulate them to visit the retailer's physical store. Drawing on persuasion theory and construal level theory, and using a vignette‐based online survey method, we determined that scarcity is a more effective persuasion strategy in the studied context than social proof; scarcity‐focused messages are experienced as more informative, more entertaining and less irritating, are therefore valued more, and are thus more likely to induce store visits. We discuss these findings and their implications for theory as well as for practice.
