Survey items
| Construct | Items | Source |
|---|---|---|
| Entertainment | EN1: Brands’ ephemeral content seems interesting | Kim and Ko (2010) |
| EN2: It is exciting to use brands’ ephemeral content | ||
| EN3: It is fun to collect information on products through brands’ ephemeral content | ||
| Trendiness | TR1: Ephemeral content marketing is up to date | Godey et al. (2016) |
| TR2: Ephemeral content marketing is very trendy | ||
| TR3: Ephemeral content marketing is the newest information | ||
| Informativeness | IF1: Ephemeral content marketing on social media platforms is a good source of product information and supplies relevant product information | Logan et al. (2012) |
| IF2: Ephemeral content marketing provides timely information | ||
| IF3: Ephemeral content marketing is a good source of up-to-date product information | ||
| IF4: Ephemeral content marketing is a convenient source of product information | ||
| IF5: Ephemeral content marketing supplies complete product information | ||
| Interactivity | IT1: Ephemeral content marketing allows me to communicate easily with the brand | Kim and Ko (2012) |
| IT2: Ephemeral content marketing allows me to deliver my opinion easily to the company | ||
| IT3: I can interact easily with brands through ephemeral content marketing of this brand | ||
| Aesthetic quality | AQ1: Images and/or videos on brands’ ephemeral content are artistic | Saleh Bazi, Raffaele Filieri and Matthew Gorton (2023) |
| AQ1: Images and/or videos on brands’ ephemeral content are very intriguing | ||
| AQ3: Images and/or videos on brands’ ephemeral content are very charming | ||
| AQ4: Images and/or videos on brands’ ephemeral content are very fascinating | ||
| Perceived relevance | PR1: Ephemeral content marketing is relevant to me | Zeng et al. (2009); Zhu and Chang (2016) |
| PR2: Ephemeral content marketing is important to me | ||
| PR3: Ephemeral content marketing means a lot to me | ||
| PR4: I think ephemeral content marketing fits my interests | ||
| PR5: I think ephemeral content marketing fits with my preferences | ||
| PR6: Overall, I think ephemeral content marketing fits me | ||
| Advertising value | AV1: Ephemeral content marketing is valuable | Ducoffe (1995); Liu et al. (2012) |
| AV2: Ephemeral content marketing is useful | ||
| AV3: Ephemeral content marketing is important | ||
| AV4: Ephemeral content marketing helps to make better selections | ||
| Self-brand connection | SC1: I can really identify with brands that use ephemeral content marketing | Thomson et al. (2005); Park et al. (2010) |
| SC2: Brands that have ephemeral content fits with how I see myself in the future | ||
| SC3: Brands that use ephemeral content marketing are always a pleasant experience | ||
| SC4: Brands that have ephemeral content fit with my ideal lifestyle | ||
| SC5: Brands that have ephemeral content contribute to enriching my life | ||
| Brand authenticity | BAO1: Brands that have ephemeral content were pioneers in the industry | Modya et al. (2019) |
| BAO2: Brands that have ephemeral content are innovative. | ||
| BAO3: Brands that have ephemeral content are unique | ||
| BAG1: Brands that have ephemeral content are sincere | ||
| BAG2: Products of brands that have ephemeral content are real | ||
| BAG3: Brands that have ephemeral content are honest | ||
| BAG4: Brands that have ephemeral content are undisguised | ||
| BAG5: Brands that have ephemeral content are legitimate | ||
| Brand love | BL1: This is a wonderful brand | Loureiro et al. (2012) |
| BL2: Brands that have ephemeral content make me feel good | ||
| BL3: Brands that have ephemeral content make me feel happy | ||
| BL4: Brands with ephemeral content are a delight | ||
| BL5: I am passionate about brands using ephemeral content marketing | ||
| Customer engagement | CEP1: I will continue buying from brands that use ephemeral content marketing in the near future | Kumar and Pansari (2016) |
| CEP2: My purchases from brands that use ephemeral content marketing make me content | ||
| CEP3: I do get my money’s worth when I buy from brands that use ephemeral content marketing | ||
| CEP4: Buying from brands that use ephemeral content marketing makes me feel happy | ||
| CER1: I promote brands that use ephemeral content marketing because of the benefits they provide | ||
| CER2: I enjoy referring brands that use ephemeral content marketing to my friends and relatives whether there are referral incentives or not | ||
| CER3: In addition to the value derived from brand’s products/services, the other referral incentives also encourage me to refer brands that use ephemeral content marketing to my friends and relatives | ||
| CER4: Given that I buy from brands that use ephemeral content marketing, I refer my friends and relatives to this brand because of some referral incentives | ||
| CES1: I love talking about my experience with brands that use ephemeral content marketing | ||
| CES2: I discuss the benefits that I get from brands that use ephemeral content marketing with others | ||
| CES3: I am a part of brands that use ephemeral content marketing and mention them in my conversations | ||
| CES4: I actively discuss brands that use ephemeral content marketing on different media platforms | ||
| CEK1: I provide feedback about my experiences with brands that use ephemeral content marketing | ||
| CEK2: I provide suggestions for improving the performance of brands that use ephemeral content marketing’s products/services | ||
| CEK3: I provide suggestions/feedbacks about the new products/services by brands that use ephemeral content marketing | ||
| CEK4: I provide feedback/suggestions for developing new products/services for brands that use ephemeral content marketing |
| Construct | Items | Source |
|---|---|---|
| Entertainment | ||
| Trendiness | ||
| Informativeness | ||
| Interactivity | ||
| Aesthetic quality | Saleh Bazi, Raffaele Filieri and Matthew Gorton (2023) | |
| Perceived relevance | ||
| Advertising value | ||
| Self-brand connection | ||
| Brand authenticity | ||
| Brand love | ||
| Customer engagement | ||
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