Abstract:

Depleted individuals often engage in recovery activities (e.g., social media) to alleviate work-related fatigue or stress, during which exposure to novel marketing stimuli may trigger inspiration and subsequently lead to purchase intentions or other customer behaviours. However, whether recovery experiences influence customer inspiration and play a decisive role in shaping consumer behaviour remains unclear. This study aims to makes a theoretical contribution by examining the relationship between recovery experiences and customer inspiration in the context of social media engagement, and by explaining how these processes affect consumer decision-making. Specifically, this study investigates how psychological detachment from work facilitates the “inspired-by” component in fostering new ideas, and how perceived mastery and control drive the “inspired-to” component to realise those ideas. It further explores the antecedents and outcomes of inspiration within recovery to clarify the underlying relationship between work-related energy depletion and consumer behaviours. It also identifies characteristics embedded within the three inspiration themes (i.e., activation, connection, and insight) to uncover which marketing elements trigger psychological responses that lead to consumption outcomes within recovery. In doing so, this study conducts a qualitative analysis of 26 in-depth semi-structured interviews to investigate employees’ recovery and inspiration experiences during work breaks or after work, offering empirical support for our taxonomy and propositions. It contributes practical insights for marketers to design effective promotional strategies on social media.

Please choose your submission type: Developmental Paper

Primary Track: eBusiness and Information Management Systems

Keywords: e-business, e-commerce, e-retail;Marketing and consumer behaviour in the age of cutting-edge technologies;m-commerce and other mobile-based technologies;Technology and social inclusion;Big data analytics, open data and data science applications across business domains (e.g. Marketing analytics, HR analytics, Social Media Marketing)

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Ms. Kimberley Guo