Abstract

Abstract

Abstract
This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than one digital channel at each stage of the buying decision process and for each stage, a set of digital channels is identifiable that is most preferred. In light of the above, those who are responsible for defining the digital marketing strategy know what types of content they should produce for each digital channel, allowing them to guarantee efficiency in the use of resources while ensuring that consumers get what they want.

Abstract
Body-positive content on social media offers a promising approach to promote positive body image (PBI). However, we need further research in order to better characterize and understand its nature. This study provides a content analysis of adolescents' image-based posts on Facebook. We aimed to determine whether the theoretical six -facet conceptualization of PBI was reflected in adolescents' posts, and whether there were different trends according to gender and time, over a 3-year period. A set of 6,503 images posted by 66 adolescents (51.5% male), were coded for PBI attributes. The results indicate that inner positivity and appreciation of body functionality through involvement in sports and fun activities were the most represented PBI facets. Conversely, imagery representing taking care of the body via healthy food/beverage choices, embracing body diversity, and filtering information in a body-preserving manner, was rarely used to project self-image on Facebook. Gender differences were only found in the appreciation of body functionality via sports activities (more prevalent in boys) and investment in appearance using benign methods, such as the use of cosmetics (more prevalent in girls). Posts addressing appearance and health -promoting self-care behaviors tended to increase in mid-adolescence. We conclude that the adolescents' posts on Facebook reflected several PBI characteristics, with a particular focus on those that enhance a functional view of the body. Future social media and school-level initiatives should prioritize the development of attuned self-care as well as mechanisms to filter messages that could endanger PBI, while also increasing the visibility of the diverse bodies that exist in the world.

Abstract
The aim of the present study is to analyze brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study is based on a mixed approach of research methodology, using qualitative and quantitative methods. In the qualitative approach, we use expert interview and focus group discussion tools. In the quantitative approach, a corporate survey was conducted and 560 responses were collected through a structured questionnaire. The analysis is performed using statistical scaling tools such as Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). This study initiated scale extraction and operationalization processes for 72 observed variables to measure nine latent variables and obtained 34 statistically extracted observed variables. The study provides a reliable and validated means to measure brand resonance constructs. The study develops a brand resonance scale, which can help brand managers to measure consumers’ levels of brand resonance, in order to describe the strength of the bond of their consumer with their brand(s). This study develops empirically extracted measures of brand resonance, making it distinctive in the branding literature. The study also ensures all important aspects of measurement scale, such as validity and reliability. © 2019 International Management Institute, New Delhi.