Erik Ernesto Vazquez Hernandez

@article{davila_ruiz_1731,

title = {Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity},

author = {Diana Davila Ruiz and Erik Ernesto VAZQUEZ HERNANDEZ},

url = {https://communicationtoday.sk/examining-effects-of-photography-in-social-media-and-the-mediation-role-of-perceived-authenticity/},

year  = {2021},

date = {2021-12-01},

journal = {Communication Today},

volume = {12},

number = {2},

pages = {112-128},

abstract = {Social media have gained traction in advertising campaigns for luxury and fashion apparel using influencers, who shape trends of photography. To remain competitive, however, influencers depend on how they convey authenticity, which largely relies on the key visual elements of the photographs they post on social media. The purpose of this study is to explore the visual elements of the photography used by social media influencers and to compare the main photography trends in digital media. Specifically, it aims to explore how new photography trends such as urban background style and fashion models with large body sizes affect consumers. To accomplish this objective, an online experimental setting was prepared to compare the effects of an urban versus a solid background and a fashion model with a large versus a thin body size on perceived authenticity and purchase intent. The research finds that urban background and large body size of the model significantly increase digital engagement. These results are in line with the research hypotheses that allude to the perception of authenticity as the key construct behind the effects on digital engagement. This inquiry also evaluates the interaction effect of the urban background and large body size of the model on perceived authenticity. In doing so, the present research examines the mediation role of perceived authenticity on the intention to buy. The results contribute to updating theory about the influencers' role on digital engagement and photography trends in social media. It also shows that perceived authenticity exerts a mediating role between the effect of visual elements on purchase intentions},

keywords = {},

pubstate = {published},

tppubtype = {article}

}

@article{vazquez_hernandez_1219,

title = {Effect of an e-retailer's product category and social media platform selection on perceived quality of e-retail products},

author = {Erik Ernesto VAZQUEZ HERNANDEZ},

url = {https://link.springer.com/article/10.1007%2Fs12525-020-00394-8},

year  = {2021},

date = {2021-03-01},

journal = {Electronic Markets},

volume = {31},

pages = {139-157},

abstract = {The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers' perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers' perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer's product categories and different SMPs on consumer's perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online.},

keywords = {},

pubstate = {published},

tppubtype = {article}

}

@article{vazquez_hernandez_1412,

title = {Influence of consumer product categorization on digital sales: The mediating effect of conversion rate},

author = {Erik Ernesto VAZQUEZ HERNANDEZ and Diana Davila Ruiz and Julio César García Martinez},

url = {https://nidisag.isag.pt/index.php/IJAM/article/view/517},

year  = {2020},

date = {2020-12-01},

journal = {European Journal of Applied Business and Management},

volume = {6},

number = {4},

pages = {1-14},

abstract = {Purpose: The objective is to know what the mediating effect of the category of consumer products on sales performance is.



Methodology: Data from 216 e-commerce platforms were used using the Search-Experience-Trust (SEC) categorization. Two t tests were used to confirm significant differences between product categories and regression analyzes were performed to test the hypotheses.



Results: The results show that the ease of evaluating products before consumption has two main effects in electronic commerce: 1) they increase web traffic and 2) they decrease their conversion rate. However, the results also show that the ease of evaluating a product category directly influences online sales per visitor, since the mediating effect of the conversion rate is only partial.



Implications: This study contributes in practice to be able to determine predictive models related to the supply and demand of retail products in electronic commerce and shows a way to segment consumers who depend on their perceptions of product categories.



Originality/Value: This research, unlike what is in the literature, contributes to the study of electronic commerce from the perspective of the company, and not from the perspective of the consumer, in the performance of sales and conversion rates.



Keywords: Category Management; Information Economics; E-commerce; Perceived product quality, Conversion rate.},

keywords = {},

pubstate = {published},

tppubtype = {article}

}

@article{vazquez_hernandez_1220,

title = {Effects of enduring involvement and perceived content vividness on digital engagement},

author = {Erik Ernesto VAZQUEZ HERNANDEZ},

url = {https://www.emerald.com/insight/content/doi/10.1108/JRIM-05-2018-0071/full/html},

year  = {2019},

date = {2019-12-16},

journal = {Journal Of Research In Interactive Marketing},

volume = {14},

number = {1},

pages = {1-16},

abstract = {Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content vividness and enduring involvement with products. The purpose of this study compares digital engagement (measured as an intention to recommend a retail brand online) produced by BCs of retailers at three levels of cognitive load (measured as exposure time to website).},

keywords = {},

pubstate = {published},

tppubtype = {article}

}