Forthcoming Articles

International Journal of Electronic Customer Relationship Management

International Journal of Electronic Customer Relationship Management (IJECRM)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Electronic Customer Relationship Management (2 papers in press)

Regular Issues

  • What makes users re-share online video advertising on Facebook? An empirical study in an emerging economy   Order a copy of this article
    by Thanh-Binh Phung, Vo Phuong Thao Tran 
    Abstract: Despite growing importance of viral video marketing on social media, research exploring factors driving resharing behavior, a key determinant of content virality, remains limited. This study investigates psychological determinants of OVA resharing intention on social media, focusing on emotional arousal as a critical mediating mechanism. Drawing on TPB, SIT, and LC4MP, we developed an integrated model examining how advertising effectiveness elements (creative advertising and emotional appeal) and social influence factors (perceived herd behavior and subjective norms) influence resharing intentions through emotional arousal and resharing attitude. Analyzing survey data from 382 Vietnamese Facebook users using SPSS 22 and PLS-SEM, results revealed advertising effectiveness factors as significantly more potent predictors than social influence factors, with emotional arousal mediating this relationship. Findings substantiate the importance of psychological arousal in activating positive attitudes toward content propagation. Evidence advances theoretical understanding of social transmission while providing practical guidance for optimizing viral potential in digital environments.
    Keywords: emotional arousal; emotional engagement; online video advertisements; viral video advertisements; resharing intention; sharing; social media marketing; limited capacity model of motivated mediated message processing; LC4MP model; partial least squares structural equation modelling; PLS-SEM.
    DOI: 10.1504/IJECRM.2025.10071123
     
  • Transforming customer engagement with adaptive relationship management strategies   Order a copy of this article
    by Sunil Mishra, Haldhar Sharma, Ankita Pathak, Devendra Kumar Pandey 
    Abstract: Businesses need to constantly innovate in the market because today, everything is about how you treat your customer. At the same time, organisations must adopt new approaches to customer engagement, such as adaptive relationship management (ARM) strategies, to meet their customers where they are and personalise interactions based on behaviour, preferences, and feedback. This research investigates the transformation potential of ARM strategies for customer satisfaction, loyalty, and overall business performance. The data gathered from 50 companies across various sectors, including retail, hospitality, finance, healthcare, and technology, revealed that businesses implementing ARM strategies experienced higher customer satisfaction and retention. ARM initiatives typically boost customer happiness, with some strategies being extremely effective. The tech and banking sectors saw significant revenue growth after ARM deployment. Graphical analysis supports satisfaction and loyalty tendencies. This new proof of ARM-beating turnout, especially for certain strategies, supports their efficacy. Data analytics can help companies create bespoke ARM strategies to boost customer satisfaction and loyalty. Operational benefits boost customer relationships and financial performance, as shown by increased satisfaction, loyalty, and revenue.
    Keywords: adaptive relationship management; ARM; customer engagement; customer satisfaction; customer loyalty; business performance; market competitiveness; customer retention; artificial intelligence.
    DOI: 10.1504/IJECRM.2025.10073365
     

 

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