International Journal of Electronic Marketing and Retailing (27 papers in press)
Promocode: An examination of the outcome expectations in shopping apps
by Ree C. Ho, Ali Shafiq
Abstract: This study examined consumers expectation on the usefulness of promocode within the shopping apps. Consumers learned about the availability of promocode from searching, media exposure and their collaboration with other consumers. Hence, there is a need to investigate the influence of the social cognitive elements in achieving sales via promocode. This study developed an integrative framework, which combined both Theory of Planned Behaviour and Social Cognitive Theory to examine the underlying factors in the use of promocode.
A sample of 266 consumers was surveyed through questionnaire. Their responses were analyzed through Structural Equation Modelling. The hypothesized relationships between attitude towards behavior, subjective norms, and perceived behavioral control mediated the linkages of self-efficacy and outcome expectations to the adoption of the promocode. These results showed that social cognitive outcome expectations and self-efficacy explain consumers competent use of promocode available in the shopping apps. This study provided an integrative framework in predicting the use of promocode in shopping apps. It also explained the use of promocode from consumer cognitive perspective.
Keywords: promocode; shopping app; self efficacy; hedonic outcome expectation; utilitarian outcome expectation; promotional discount.
Examining the Risk Factors Affecting the Image of Online Stores in Malaysia
by Noorshella Binti Che Nawi, Abdullah Al Mamun, Noorul Azwin Md Nasir, Nurul Hasliana Binti Hamsani
Abstract: This study examined the influence of various dimensions of perceived risk (i.e., delivery risk, financial risk, product-performance risk, social risk, and convenience risk) on the image of online stores. This study adopted a cross-sectional design and the quantitative data were collected from 330 conveniently selected respondents from Peninsular Malaysia. The findings revealed that financial risk, social risk, and convenience risk had a significantly negative effect on the image of online stores in Malaysia. Apart from extending the existing electronic commerce literature, this study provided in-depth insights into the role of perceived risk in the consumers decision process during online shopping. It is recommended that the governments and online organisations should adopt policies and programmes that could enhance the safety of financial information and secure the transactions of online shoppers while maintaining a user-friendly online platform. It is also worthwhile to implement strategies that could raise social awareness regarding the benefits of online shopping and electronic consumerism.
Keywords: Delivery Risk; Financial Risk; Product-Performance Risk; Social Risk; Convenience Risk; Image of Online Store; Theory of Perceived Risk.
Social Media and The Decision-Making Process: Empirical Evidence from Yemen
by Wail Alhakimi, Ramzi Alwadhan
Abstract: Social media has created a revolutionary upgrade in the marketing strategy as well as the marketing sector. It has had a huge impact on consumers day to day life in many different aspects. It is applications and sites have become an influence on how products and services are presented to end users. This study aims to understand the impact of social media marketing on the consumers decision-making process among Yemeni consumers. The study used a descriptive analytical method to answer the questions of the study. A questionnaire was used as a tool for the data collection from 180 Yemeni consumers. In conclusion the study reveals that social media has a major influence on pre-purchase stage, purchase stage and post purchase stage. Social media users are encouraged to recognize a need for a product/service in the pre-purchase stage. It is a reliable source for information and information can be searched, accessed, and retrieved easily in the purchase stage. Feedback from customers about services/products can give a clear picture on how good or bad the product/service is, in which it affects future purchases. Organizations should pay more attention to social media sites and use it as a low-cost advertisement tool. They can also have better customer service through customers feedback about products/ services, and therefore, organizations should use this communication tool to reach out to new customers and open new markets.
Keywords: social media; marketing; pre-purchase stage; purchase stage; post-purchase stage; Yemen.
Investigating Value, Loyalty, and Trust as Determinants of Purchase Intention on the Pinterest Social Media Network
by Beheruz N. Sethna, Sunil Hazari, Cheryl Brown
Abstract: This paper makes a contribution in the investigation of constructs of value, loyalty, and trust as determinants of purchase intention on the Pinterest social media network, and shows gender variations in engagement and use of Pinterest, relative to other social media. Using the Pinterest social media network, the specific purpose of this study is to investigate constructs of value, loyalty, trust, and the impact of these constructs on purchase intention. Data were gathered from a sample of 357 respondents in the Southeast USA. Constructs of value, loyalty, and trust were tested with good Cronbach alpha results, and found to be determinants of purchase intention. Females had significantly higher scores on these constructs. Engagement varied significantly among social media. Among those with significant gender differences, females had higher engagement, with Pinterest showing the largest relative female-male difference.
Keywords: Pinterest; gender differences; value; loyalty; trust; determinants of purchase intention.
Facilities Planning in Retailing and Value Generation among Urban Consumers
Abstract: The present study aims to examine the effect of recreational retailing on consumers emotions in a shopping mall, considering two principal dimensions- pleasure and arousal. The conceptual model is developed by considering a few obscure determinants such as perceived crowding, promotional events, and mall ambiance. The effects on consumer behavior has been studied in the context of patronage and positive word-of-mouth leading to consumer experience of arousal and pleasure. This study also examines the impact of growing congestion of shopping malls in urban areas on shopping conveniences and shopping behavior. Based on survey of urban shoppers, the study analyzes cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. Results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions, and comparative economic gains in the mall attract higher traffic to the malls.
Keywords: Shopping Malls; Ambiance; Recreation; Retailing; Consumer Behavior,.
Consumer Acceptance of Virtual Reality When Browsing for Apparel
by Jennifer Johnson Jorgensen
Abstract: With the growth of virtual reality, many opportunities exist for retailers, but consumers may not be ready to use virtual reality when browsing for apparel. To determine the acceptance of virtual reality among consumers, an adapted Technology Acceptance Model (TAM) was tested including the variables of perceived enjoyment and perceived innovativeness. To collect data, 407 participants in the United States were exposed to an online virtual reality experience on their personal computers. Afterward, participants completed an online survey. The results of this study found that perceived enjoyment had a positive relationship with perceived usefulness and perceived ease of use, while perceived usefulness was found to relate to perceived innovativeness and perceived ease of use. Surprisingly, perceived ease of use was not found to have a positive relationship with attitude in this study. The adapted TAM was also determined to be an appropriate theoretical framework for understanding the acceptance of virtual reality when browsing for apparel.
Keywords: Virtual reality; TAM; Perceived enjoyment; Perceived innovativeness.
The association between gender and occupation in a gamified purchasing environment: perspective from Kosovo and Albania
by Fortesa Haziri, Ina Pagria, Miloslava Chovancová
Abstract: Gamification is considered as a magic bullet to induce dull experiences with fun and enjoyment. However, understanding the gamification attributes for s-commerce users falls short due to limited empirical research. The purpose of this study is to explore the differences between males and females and employed and unemployed buyers who purchase products and services via s-commerce when game elements are considered. A questionnaire containing 61 questions and was distributed via social platforms. To analyse the gathered data, EFA and Mann-Whitney U test have been employed. The study concludes that for Kosovar s-commerce users employment status is significantly different regarding game mechanics. Regarding gender, out of all game elements, significant differences were found only in aesthetics. On the other hand, no gender and occupation differences have been identified for Albanian s-commerce users. The results of this study are useful for companies which provide products/services focused on gender and employment status.
Keywords: aesthetics; game dynamics; game mechanics; gamification; online buying behaviour; social media; developing countries; Kosovo; Albania.
Factors underlying brand trust for affecting brand love leading to customers' purchase intention in Indian hypermarkets
by Deependra Singh, Naval Bajpai, Kushagra Kulshreshtha
Abstract: Different factors affecting brand trust have been discussed in previous studies. Many of the instruments measuring brand trust were developed earlier in different contexts. However, with the growth of hypermarket stores in India, customers want to purchase in the particular hypermarket brands store based on their passion and emotions attached with the brand. Therefore, it is crucial to develop a scale, which may focus on the customers intent to purchase from their loving hypermarket brand store. The present research study is directed towards customers who frequently visit a specific hypermarket brands store as to what factors influence their brand trust. Further, the impact of these extracted brand trust factors is investigated with brand love as a mediator. For this purpose, CFA-SEM approach is applied to the sample size of 787 customers. This study proposes a conceptual framework for testing the relationship among the constructs related to brand trust, brand love, and purchase intention. The empirically validated model recommends the factors leading to brand trust and their impact on purchase intention with the mediation of brand love in hypermarket brand stores. This study shows the pivotal relationships between brand trust factors, brand love, and purchase intention. It helps marketers to understand the influencing components for brand trust and the role of brand love to develop customers purchase intention for their hypermarket brands in a better way.
Keywords: Brand trust; Brand love; Purchase intention; Hypermarket; Customer-brand relationship; Customer-purchase behaviour.
The effect of hedonic value, utilitarian value and perceived risk on consumer intention of choosing P2P collaborative consumption options
by Ngoc Trang Thi Nguyen, Yoonjae Lee
Abstract: Purchase decisions require consumers to consider both values and risks of products and services. To have a better understanding of peer-to-peer (P2P) collaborative consumption consumer, this research examines the motivation of consumer intention on the recurring use of P2P collaborative services on the basis of their perceived hedonic and utilitarian values as well as perceived risks. Data was collected via online surveys from mTurk of people participating in internet-mediated collaborative consumption in the US market. This research examines the consumer intention concerning P2P collaborative services by combining the effects of value and risks in a theoretical model, using structural equation modelling (SEM). The findings of this study explain the relationships between hedonic value, utilitarian value and perceived risk with collaborative consumption options choosing intention. Consumer using intention is positively influenced by both hedonic and utilitarian values as well as negatively by perceived risk, in which utilitarian value makes a stronger
effect on intention than hedonic value, this study analysis also provides evidence that monetary savings does not impact perceived value of consumer for collaborative consumption.
Keywords: sharing economy; hedonic value; utilitarian value; perceived risk; collaborative consumption; peer-to-peer; P2P.
The Impact of Digital Sales Channels on Web Sales: Evidence from the USAs Largest Online Retailers
by Ravi Narayanaswamy, Richard A. Heiens
Abstract: The present study uses aggregate data from the U.S.A.s one hundred largest online retailers to examine the effectiveness of the various e-commerce digital sales channels. These digital sales channels include direct website visits, display ads, email, organic search, paid search, referrals, and social media. The focus is on examining the direct effects of each traffic channel specifically on Web Sales performance. Hypothesis testing is done using a log-log model with a Box-Cox transformation, and the Average Ticket value is used as a control variable. The findings indicate that all digital sales channels have a direct effect on Web Sales. However, the slope of each equation suggests some degree of differentiation between digital sales channels, with implications for determining the most efficient portfolio of digital sales channels when faced with limited resources.
Keywords: digital sales channels; web sales; e-commerce.
Affective Adoption of New Grocery Shopping Modes through Cultural Change Acceptance, Consumer Learning, and other means of Persuasion
by Kimberly Thomas-Francois, Simon Somogyi
Abstract: Research has shown very slow consumer adoption to new grocery shopping options, particularly virtual shopping in North America. While consumers have been willing to purchase objects virtually, there is an inherent skepticism in purchasing food using these modes. Research has also shown while this may be the case in some Western countries, Eastern countries such as China have seen different acceptance. Urban eastern consumers have embraced virtual shopping and have already moved to hybrid shopping modes including Smart Grocery Shopping. This paper reviews theoretical assumptions which may explain a shift in Western consumers behavioral changes and posits a hypothetical conceptual framework for future empirical investigations. The framework advances the idea that cultural change acceptance may be an antecedent to other social factors such as consumer learning, affective factors, cognitive factors, normative appeals among others, trust, perceived privacy and security, and these provide links to the adoption to these new retail modalities.
Keywords: New Retail; Smart Grocery Shopping; Virtual Grocery Shopping; Cultural Change Acceptance; Consumer Learning; Consumer Behaviour.
The moderating role of relationship quality in the customer engagement and satisfaction relationship in brand communities: The role of gender
by Matti Haverila, Kai Haverila, Caitlin McLaughlin
Abstract: Relying on social penetration, customer relationship and customer engagement theories, the purpose of this research was to examine the relationships between customer engagement, customer satisfaction and relationship quality in the context of brand communities. Specifically, the moderating role of the relationship quality construct was examined first for the whole data set, and then separately for the male and female respondents. The respondents were members of brand communities who originated from Canada and United States. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to analyze the relationships among the various groups. The results indicate that the relationship between customer engagement and satisfaction is significant for both male and female respondents. However, the relationship between the relationship quality and customer satisfaction was significant in the whole data set as well as for the male respondents, but not for the female respondents. Thus, the relationship quality construct moderated the customer engagement and customer satisfaction relationship only for the male respondents. These results confirm that customer engagement is significantly related to customer satisfaction and also that relationship quality has a different impact for males and females, which brand community managers should consider.
Keywords: Brand community; Customer satisfaction; Customer engagement; Relationship quality; Gender.
The effect of brand love on the electronic word of mouth and repurchase intention
by Süleyman Çelik, Yusuf Volkan Topuz
Abstract: The aim of present study is to determine the effects of brand love on electronic word of mouth communication dimensions and repurchase intention and investigating the effects of electronic word of mouth communication dimensions on repurchase intention in terms of Y generation and mobile phone brands. Another aim of this study is to investigate mediating role of positive electronic word of mouth communication on brand love and repurchase intention. In accordance with this purposes, data is collected through questionnaires from a total of 402 people who are member of Y generation based on mobile phone brands. The collected data were analyzed by SEM using SPSS AMOS program. Results of present study revealed that brand love positively and statistically effects on repurchase intention, positive electronic word of mouth dimension and ewom susceptibilitiy dimension. Furthermore, this study revealed that positive electronic word of mouth positively effects on repurchase intention, negative electronic word of mouth negatively effects on repurchase intention. In additon, it is revealed that positive electronic word of mouth has a partial mediating effect between brand love and repurchase intention.
Keywords: Brand Love; Electronic Word of Mouth Communication; Repurchase Intention; Y Generation.
Understanding the determinants of mobile retailing adoption and usage behavior
by Sridhar Vaithianathan, Vishal Mishra, Ankur Srivastava
Abstract: Existing literature on mobile driven purchases is concentrated largely on developed countries and focuses predominantly on the intention to adopt. The present study investigates the mobile retailing usage behavior of individuals by integrating theories of technology acceptance model (TAM) and technology-organization-environment (TOE) in an emerging market context. A web based survey data on the usage of mobile retailing was collected and analyzed using Structured Equation Modeling (SEM). The results show the direct influence of perceived usefulness and individual characteristics on actual usage, whereas perceived ease of use, environment characteristics and technology characteristics influenced adoption indirectly. The results of the study provide guidelines to the mobile retailers for promoting the usage of their products/services and to the policy makers for enhancing the usage of mobile technologies which can help advance the social and the financial inclusion.
Keywords: mobile retailing; adoption behavior; usage behavior; emerging economy.
The impact of customers` purchasing patterns on their showrooming and webrooming behaviour: an empirical evidence from Georgian retail sector
by Tornike Khoshtaria, Metin Mercan, Davit Datuashvili, Arian Matin
Abstract: Abstractrn The purpose of this study is to explore research shopping among Georgian customers. The modern era provides opportunities to customers worldwide to weigh their options more carefully and optimally make decisions. Customers can shop around the world via online shopping; while physically check the quality and suitability of the item in the local store or vice versa. The mentioned scenario does open the opportunities for some retailers and pose threats for others. This paper studies the relationship between customers' purchasing patterns, namely: customers' basket size, frequency of their purchasing intervals and the monetary value of their purchases and their showrooming and webrooming behaviour. This study took a deductive approach by formulating and analysing hypothetical relationships between the above-mentioned concepts. To test the hypotheses, we designed and distributed a questionnaire with closed-ended questions to measure the impact of variables empirically within the sample size of 416 respondents. The results indicate a negative correlation between basket size, frequency of purchases and show and web rooming behaviour while rejecting a strong positive correlation between monetary value and research shopping.
Keywords: Purchasing patterns; showrooming; webrooming and customer behaviour.
Factors Influencing Purchase Intention of Store Brands in Organized Fashion Retail
by Aradhana Gandhi, Sonali Bhattacharya
Abstract: Store brands is an asset of value to the stakeholders as it offers higher margins as compared to national brands. Nurturing it strengthens the stability of earnings for the fashion retailer and also allows it to use consumers insight for its own product development. The challenge, however, is to keep the store brands relevant during ever-changing consumer taste and preferences. More so, as these fashion fads are driven from the fashion trends from across the world, where people follow Hollywood and other movies and travel, across the globe for work and leisure. Store brands are known to boost store patronage, offer greater price flexibility, improve footfalls, and help build brand loyalty. To build brand loyalty and customer lifetime value, retailers would need to identify what motivates consumers to purchase these brands. Current research is highly inadequate in guiding fashion retailers to stay focussed on building and nurturing these brands. Therefore, this research aims to look at the factors that influence customers willingness to purchase store brands in the context of apparel and fashion retailers in a developing country like India.
Quantitative research was undertaken by conducting an e-survey, which was filled by 527 respondents. The empirical study was done to develop a conceptual framework on the various parameters which encourage consumers to purchase store brands. Data were analysed using Exploratory Factor Analysis and Structural Equation Modelling. By carrying out the analysis, distinct parameters were deciphered. It has ascertained that price, quality, and sales promotions play a significant role in keeping the store brands stay alive and generate substantial economic value to the company, apart from driving footfalls to the store regularly.
Keywords: Private Label; Store Brands; Purchase Intention; Retail; Price Consciousness; Quality Consciousness; Promotions; Fashion and Apparel Retail; India.
The Role of the Online Flower of Service in Enhancing Guest Loyalty via the Mediating Role of Guest Experience: A Structural Equation Modeling Approach
by Ala'Eddin Ahmad, Dana Kakeesh, Mohammad Abuhashesh
Abstract: The current research examines the impact of the online flower of service on guest loyalty, moderated by guest experience. The flower of service is viewed in relation to online services, and is thus referred to as the online flower of service. In order to study all these variables, a total of 342 valid questionnaires were collected from guests staying at five-star hotels in Jordan and these were analysed using structural equation modeling. This research makes a scholarly contribution to academic and practical knowledge in this field and adds new information about the online flower of service, guest experience measured by convenience, and guest loyalty. It provides useful guidelines for future research work which would ideally extend to other sorts of tourism industry and hospitality services.
Keywords: Guest experience; Online flower of service; Lovelock’s theoretical model; supplementary services; guest loyalty; hotels; tourism and hospitality industry; Jordan.
Effect of Gender and Unplanned Shopping on Healthy Product Buying and Digital Technology Use
by Vikas Agrawal, Dale Cake, George Gresham
Abstract: Ever-changing grocery shopping habits of consumers create many challenges and opportunities for decision makers in the retail grocery industry. This paper focuses on consumers in-store digital technology use and healthy product buying habits and their relationship with gender and unplanned spending. Specifically, among the six shopping components studied, the digital technology use and desire for healthy products explain many consumers in-store shopping habits. This study finds that the shoppers who engage in unplanned shopping tend to use digital technologies more often to enhance their shopping experience. Additionally, there is a significant interaction effect of gender and unplanned shopping on healthy product buying habits. Findings of the study have implications for practical digital promotion stimuli, messaging, and targeting strategies, as well as unplanned shopping and communication theory.
Keywords: digital technology use; in-store stimuli; unplanned shopping; gender effect; healthy product buying.
Nipping the dead mall trend in the bud: A modified shopper based mall equity model for South Africas distressed malls
by Asphat Muposhi, Chengedzai Mafini, Roy Shamhuyenhanzva
Abstract: A modified shopper-based mall equity model was applied to gain insights into possible strategies to reposition distressed shopping malls in South Africa. Mall-intercept and online survey were used to collect cross-sectional data from 623 shoppers recruited from fifteen distressed malls. Structural equation modelling was employed for hypotheses testing. Mall awareness and mall environment emerged as significant predictors of shopping mall value attributed to distressed malls. The effect of shopping mall personality on shopping mall value was insignificant, while perceived mall difference had a negative effect. The path from shopping mall value to mall attachment was also insignificant. Demalling, mall renovation and a distinctive mall personality are suggested as potential strategies to reposition distressed malls and keep pace with experiential value accorded by internet-based malls. Mall personality may be improved by shifting away from a cost-oriented strategy by embracing a differentiated mall strategy premised on enhancing shopper experiential value.
Keywords: dead mall; modified shopper based mall equity; shopping mall value; mall attachment; South Africa.
Finding the optimal social media marketing mix to drive customer attraction and sales performance: an exploratory study
by Ravi Narayanaswamy, Richard A. Heiens
Abstract: Prior studies confirm the influence of social media marketing on a variety of psychological dimensions. However, without tangible performance metrics, most of these studies have been unable to directly and conclusively measure the effectiveness of social media strategy. Utilizing data from the 500 largest Internet retailers in the U.S., this study explores the relationship between social media marketing, customer attraction, and sales performance. The results of our research show that the optimal combination of social media outcomes for enhancing customer attraction includes maximizing the number of likes for Facebook, the number of followers for Twitter, and the number of views for YouTube. To improve sales performance, the optimal approach includes maximizing the number of likes for Facebook and the number of followers for Twitter. Further findings reveal that customer attraction mediates the relationship between social media marketing and Web sales.
Keywords: Social media marketing; customer attraction; Web sales; Facebook; Instagram; Pinterest; Twitter; YouTube.
Do health-brand fan pages satisfy their consumers desires?
by Gricel Castillo, Lorena Carrete, Pilar Arroyo
Abstract: Brand fan pages offer an opportunity to collect information from consumers and enhance customer engagement. The aim of this study is to explore the gratifications sought by consumers of healthy food brands when they participate in these platforms. A qualitative approach was used to collect information in the fortified ready-to-eat cereals category. Data were collected via in-depth interviews, and a netnography study was used to perform an analysis to identify the informational, entertaining, relational, and remunerative gratifications provided by health-brand fan pages as well as the shortcomings perceived about the same. Based on the findings, a conceptual model that enhances the understanding of the determinants of consumer interaction with brand fan pages is provided. Several studies have applied the Uses and Gratification Theory to explain why consumers are motivated to use social media. However, this study is the first to explore the gratifications offered by health-brand fan pages.
Keywords: Health-food brands; consumer behaviour; brand fan pages; social media; health consciousness; brand engagement; Facebook; engagement.
SHOPPING ORIENTATIONS AND ITS INFLUENCE ON ONLINE PURCHASE INTENTION: A STUDY OF YOUNG ADULTS
by Daly Paulose, Roshna Varghese
Abstract: This study tests the shopping orientations of young adults when it comes to buying online using a modified version of Sproles and Kendalls (1986) consumer styles inventory (CSI). Till date, no systematic study has explored inclination towards e-shopping among young adults using the CSI approach. The validated CSI scale is tested on a sample of 630 young-adult consumers from an emerging market to examine its cross-cultural generalisability. Exploratory and Confirmatory Factor analysis is used to summarise the 46 initial variables into 35 composites that explain 11 underlying factors. The study confirms the applicability of the original CSI scale while identifying three new shopping orientations specific to emerging markets namely Uninterested, Convenience seeking and Diligent Shoppers. The role of these shopping orientations as antecedents to intention to shop online is then explored. Novelty and convenience seeking shoppers exhibit greater inclination towards e-shopping while those with higher quality consciousness as well as confused and habitual shopping orientations respond negatively to online purchase intention.
Keywords: Shopping orientation; Shopper typology; purchase intention; buyer behaviour; young adult; shopping style; internet shopping; e-shopping; retailing; consumer behaviour.
20 years of Online Customer Experience: A bibliometric review and research agenda
by Mehak Goyal, Pankaj Deshwal
Abstract: Online customer experience (OCE) has become a major source of competitive advantage Therefore, have been emphasized in literature by practitioners and academicians. This study is an attempt to better understand the intellectual structure of online customer experience research in extant literature. The purpose of this review is to examine and evaluate the subsisting theories, characteristics, context and methodology of OCE research published from 2000-2020. In the study 585 research articles from various reputed journals published in the last two decades are used for performing bibliometric analysis. VOSviewer software based on Smart local moving (SML) algorithm is used for conducting both co-citation and co-word analysis. Findings revealed the most eminent research articles, most influential author and most occurred keywords. This holistic review will provide future directions and act as a foundation of emerging issues in the domain of OCE.
Keywords: (Online customer experience; bibliometric analysis; VOSviewer; Co-citation).
Digital Luxury Retailing and the Covid-19 Pandemic: A Qualitative Study
by Giuseppe Colella, Cesare Amatulli
Abstract: Luxury brands are increasingly realising the central importance of digital technology in addressing consumers needs and desires. In this context, several studies have focused on the role that digital technologies play in luxury brands communication, but few of them have addressed luxury brands digital retail distribution strategies. Understanding this topic is especially critical amidst changes in global economicsmany of them spurred by the COVID-19 pandemicthat are reshaping how luxury consumers shop at and interact with retailers. Against that backdrop, this research pursues a twofold objective, namely: identifying the current effects of the pandemic on luxury brands digital retailing and illuminating the challenges said brands will face in the near future. Given the sparse explorations of digital retailing (especially for luxury brands) and the extraordinary nature of the pandemic, this research uses a qualitative-exploratory approach based on semi-structured one-to-one interviews with experts from a leading digital marketing company in order to develop some initial insights. The limitations of this research are due to the cut-off period and the use of a restricted sample. In addition to discussing the theoretical and managerial implications of the results, the paper provides interesting guidance for future research.
Keywords: digital marketing; digital retailing; luxury marketing; digital luxury retailing; e-commerce; pandemic; qualitative study.
A Strategic Framework for Non-Intrusive Mobile-Marketing Campaigns
by Saurabh Mittal, Vikas Kumar
Abstract: Intrusive marketing is invasive in nature and it has negative impact on the consumers. Due to its turning off effect, customers may develop an antipathy to the brand. Hence, the marketing campaign may lead to just opposite of its objectives. With the large scale proliferation of mobile communication, there has been a stringent shift from the traditional marketing to mobile phone based marketing. However, due to the more personalized nature of device, customers are generally more sensitive towards the marketing campaigns delivered on their mobile phones. Any unwanted marketing campaign may elicit negative response and marketers need to be very careful in drafting their strategies to identify what and how to reduce the intrusive nature of their advertisements. The existing frameworks and models for marketing campaigns do not cover the intrusiveness of mobile marketing campaigns. Present work identifies the factors leading to the non-intrusive campaigns and their possible consumer effects. A strategic framework has been proposed for the development of non-intrusive mobile marketing campaigns along with technology based solutions and content specific suggestions.
Keywords: Intrusive marketing; Non-Intrusive Marketing; Mobile Marketing; Passive Marketing; Non-intrusive mobile marketing framework.
Interactive websites of e-Malls instigate intentions to generate e-WoM
by Tahir Mumtaz Awan, Tayyaba Latif, Faheem Aslam, Tayyba Fatima
Abstract: The study was outlined to understand antecedents of consumers intentions to generate electronic word of mouth and to examine the role of website interactivity with the interplay of e-satisfaction, perceived ease-of-use and perceived usefulness. Data was collected through self-administered questionnaires from the respondents of both genders belonging to multiple age groups. Data analysis was carried out through Smart PLS and the hypothesized relationships were tested. The results illuminated significance of websites interactivity in achieving a well generated content from consumers and revealed that all three intervening constructs play vividly to facilitate consumers in sharing their experiences. It implies that companies should focus on developing strategies to make their website more interactive. Marketers can conveniently work upon their desired e-WoM generation in order to obtain rich user generated content. The practice is also considered as an information dissemination mechanism, consequently educating consumers.
Keywords: Website Interactivity; e-WoM; Perceived Usefulness; Perceived Ease-of-Use; e-Satisfaction.
Investigating Last-Mile Delivery Options on Online Shoppers Experience and Repurchase Intention.
by Salini Devi Rajendran, Siti Norida Wahab
Abstract: Last-mile delivery is considered an imperative element in online trading. As technology is expanding and accelerating, the need to make sure that online shoppers in Malaysia experienced on-time and reliable online shopping delivery services has become vital. Hence, e-retailers play a major part in investigating the challenges faced by online shoppers during delivery services and identifying their most preferred delivery options. This paper aims to investigate the influence of last-mile delivery options on the online shopper's experience and its effect on the intention to repurchase with e-retailers. The study was carried out among 150 experienced online shoppers. Data were analyzed using Structural Equation Modelling via SmartPLS 3. Findings revealed that time-slot delivery and unattended delivery significantly influence online shoppers experience and repurchase intention. Hence, this paper provides useful insights for online retailers to improve their current and future last-mile delivery services to customers.
Keywords: last mile delivery; delivery options; online shopping; e-retailers.