Authors
-
Agnieszka Michniuk
FOM University of Economics and Management & UCAM Universidad Católica San Antonio de Murcia
Author
-
Oliver Gansser
FOM University of Economics and Management
Author
-
Sven Olaf Schmitz
FOM University of Economics and Management & UCAM Universidad Católica San Antonio de Murcia
Author
Keywords:
advertising, distance, fitness centre, intention, social comparison, social risk, trust
Abstract
The study aims to analyse the moderator effect of social comparison, which influences the strength of the relationship between perceived social risk (independent variable) and purchase intention (dependent variable). Next to that, it aims to answer the question whether there are any differences in the effects of trust and perceived social risk on the intention to join a fitness centre when participants are exposed to advertising which depicts a slim model (desired end state) or to advertising portraying a heavy one (undesired end state). The results show that, on the one hand, social comparison influences the strength of the effect of perceived social risk on the intention to join a fitness centre. On the other hand, there is a significant difference and a higher influence of perceived social risk on the intention to join a fitness centre when participants are exposed to a desired end state via advertising.
Author Biographies
-
Agnieszka Michniuk, FOM University of Economics and Management & UCAM Universidad Católica San Antonio de Murcia
Agnieszka Michniuk, who has a Master’s degree in Science in Management Studies, is a Ph.D. student at the FOM University of Applied Sciences for Economics and Management, which has a joint doctoral programme with the UCAM (Universidad Católica San Antonio de Murcia). Her research is aimed at strategies to increase advertising effectiveness and their influence on consumer behaviour. Next to that, she works as a Senior Manager for the area of Cash, Liquidity and Treasury Management at the Serrala Group GmbH in Hamburg, which offers Finance Solutions for SAP.
-
Oliver Gansser, FOM University of Economics and Management
Oliver Gansser is the Deputy Director of the IFES Institute for Empirical & Statistics at the FOM Institute for Economics & Management. After studying business administration in Augsburg, he worked as a marketing expert at the Bavarian Competence Network for Mechatronics. He then completed his studies as a research assistant of the Chair of Business Administration and Marketing, Prof. Dr. Heribert Gierl, at the University of Augsburg and was a board member of the Scientific Institute for Market-Oriented Management (WIMU) e.V. Since 2009, he has been Professor of Business Administration, in particular marketing, at the FOM in Munich, directing the IFES Location South. He is also a board member of the Access Marketing Management (AMM) e.V. His scholarly interests include empirical research in the field of consumer preferences, communication and consumer behaviour, marketing planning and management of customer relationships.
-
Sven Olaf Schmitz, FOM University of Economics and Management & UCAM Universidad Católica San Antonio de Murcia
Sven Olaf Schmitz, who has a diploma in Business Administration, is a Ph.D. student at the FOM/UCAM in
Munich. His dissertation thesis focuses on using structural equation modelling in order to analyse influences and effects of beyond budgeting. Next to his Ph.D. studies, Sven Olaf Schmitz also works as a Product Manager Loyalty at the DZ Bank AG in Germany
How to Cite
Michniuk, A., Gansser, O., & Schmitz, S. O. . (2025). Social Comparison as a Moderator between Perceived Social Risk and Purchase Intention.
Communication Today,
10(1), 124-140.
https://doi.org/10.0000/baq6q762
