ABSTRACT
The COVID-19 pandemic has forced many brands to stop using cosmetic testers to avoid the risk of spreading the infection, jeopardising the future of cosmetic testing. Consequently, consumers must find alternative methods to conduct their information searches and, more importantly, the prospects of shopping online without going to the store to test the product. With the enormous prospects of social media cosmetic electronic word of mouth (eWOM), it is imperative to examine the influence of cosmetic eWOM on social media and for cosmetic marketers to understand the antecedents that result in cosmetic consumers making a purchase. The adapted information adoption model was validated through structural equation modelling based on 341 eligible surveys. The results confirmed that information quality, source credibility, information usefulness, and information adoption are the key antecedents in eWOM on Instagram when investigating purchase intentions in the colour cosmetic industry. This study is one of the pioneers in empirically testing the relationship between information quality and source credibility on information usefulness and, subsequently, the relationship between information usefulness, information adoption, and purchase intentions in a western market based on the cosmetic industry. These new insights provide practical implications for a cosmetic marketer, suggesting the key variables leading to purchase intentions in cosmetic eWOM, which can be utilised in marketing techniques.
ABSTRACT
The COVID-19 pandemic resulted in an urgent pivot to remote learning, causing many challenges for teachers and school administrators. The current study sought to better understand the extent to which the perceived negative impacts of COVID-19 on U.S. educators and their students varied as a function of staff role (teacher vs. administrator), school level (elementary vs. secondary school), and type of school setting (public vs. private), as reported through a national survey of educators conducted in June through July of 2020. Using data from 608 educators (n = 481 teachers and n = 127 administrators;48% elementary;85% public school), we examined educators' perceptions of negative impacts on their personal lives, professional lives, and students' lives;major challenges;and stress in various domains. Findings suggested an overall high level of concern across domains. Investigation of educator subgroup effects suggested elementary educators and administrators were most concerned about the negative impacts on students.Impact StatementEducators, including teachers and administrators alike, experienced significant negative impacts of the COVID-19 pandemic on their work-related stress concern about students, and their own well-being. Some subgroups, like elementary educators, those working in public schools, and teachers (compared to administrators), may require additional assistance in managing stress, and supporting students, both academically and with regard to their social-emotional needs.