Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys
Factors affecting survey quality, such as questionnaire length, screen design, incentives for respondents, and answering devices have been extensively researched before. This study introduces a new dimension to the factors of response bias’ factors and focuses on the possibility that Like habits and...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2023-05-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231174159 |
| _version_ | 1797823198391173120 |
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| author | Takumi Kato |
| author_facet | Takumi Kato |
| author_sort | Takumi Kato |
| collection | DOAJ |
| description | Factors affecting survey quality, such as questionnaire length, screen design, incentives for respondents, and answering devices have been extensively researched before. This study introduces a new dimension to the factors of response bias’ factors and focuses on the possibility that Like habits and motives in social networking services (SNS) may lower the psychological barrier to favorable reactions for brand loyalty (e.g., recommendation intention). Propensity score was applied to the results of Japanese smartphone users’ online survey, and the effect of Like habits on response tendencies was verified. Results show that compared to the group that did not use SNS, there were no differences with those who used true Likes, and a group of inertia Like has a high score—becoming clear that the psychological barriers differ depending on Like motive. If the SNS usage status of survey respondents fluctuates, the results may be biased and mistakes could occur in decision-making. |
| first_indexed | 2024-03-13T10:20:29Z |
| format | Article |
| id | doaj.art-23283201785e4489a46277f59fff2a2a |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-03-13T10:20:29Z |
| publishDate | 2023-05-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-23283201785e4489a46277f59fff2a2a2023-05-20T13:03:37ZengSAGE PublishingSAGE Open2158-24402023-05-011310.1177/21582440231174159Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing SurveysTakumi Kato0School of Commerce, Meiji University, Chiyoda-ku, Tokyo, JapanFactors affecting survey quality, such as questionnaire length, screen design, incentives for respondents, and answering devices have been extensively researched before. This study introduces a new dimension to the factors of response bias’ factors and focuses on the possibility that Like habits and motives in social networking services (SNS) may lower the psychological barrier to favorable reactions for brand loyalty (e.g., recommendation intention). Propensity score was applied to the results of Japanese smartphone users’ online survey, and the effect of Like habits on response tendencies was verified. Results show that compared to the group that did not use SNS, there were no differences with those who used true Likes, and a group of inertia Like has a high score—becoming clear that the psychological barriers differ depending on Like motive. If the SNS usage status of survey respondents fluctuates, the results may be biased and mistakes could occur in decision-making.https://doi.org/10.1177/21582440231174159 |
| spellingShingle | Takumi Kato Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys SAGE Open |
| title | Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys |
| title_full | Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys |
| title_fullStr | Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys |
| title_full_unstemmed | Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys |
| title_short | Paralysis by Inertia “Like” Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys |
| title_sort | paralysis by inertia like habit in social networking services tendency to answer loyalty questions in marketing surveys |
| url | https://doi.org/10.1177/21582440231174159 |
| work_keys_str_mv | AT takumikato paralysisbyinertialikehabitinsocialnetworkingservicestendencytoanswerloyaltyquestionsinmarketingsurveys |