Forthcoming and Online First Articles
International Journal of Electronic Marketing and Retailing
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International Journal of Electronic Marketing and Retailing (62 papers in press)
Abstract: The research was conducted to know the impact of changes in distribution strategies and prices on buying decisions made by retail stores or minimarkets due to government policies on social restrictions of the COVID-19. This study uses quantitative research with population data distribution in one of Indonesia's major cities. It uses a structural model in data analysis with all latent variables linked. They were measuring instruments used using Smart PLS. This study found that with changes in distribution strategies by combining all types of intensive, exclusive, and selective, significant results were obtained at prices and purchasing decisions by customers. The main finding in the study was that the implementation of distribution strategies for government policy adjustments was very effective in reaching customers in all corners of the city so that price adjustments and customer purchase decisions could occur on an ongoing basis.
Keywords: distribution strategy; price; buying decisions; minimarkets; Indonesia.
Brand attitude and purchase intention linkages in smartphone advertising: moderating role of psychological contract violation
by Shikha Karamchandani, Anushree Karani, Mitesh Jayswal
Abstract: Smartphone use has increased over the last decade, with an estimate of 760 million users in 2021. Because of the widespread availability of internet connectivity on smartphones and pervasive versatility, the way consumers associate with brands has shifted. It is essential to understand the factors by which brand attitude is shaped and how brand attitude leads to purchase intention. With this, the current study examines the impact of perceived advertisement value and context awareness value on purchase intention with mediating role of brand attitude and moderating role of psychological contract violation. The study adopted a descriptive single cross-sectional research design with quota sampling. The data was collected via a structured questionnaire through Google forms from 200 millennials of the Gujarat state. The study establishes that the perceived value of advertising and context awareness value positively contributed to brand attitude, and brand attitude also positively associated to purchase intention. The study also highlights that brand attitude positively mediates the relationship between advertising, context awareness value, and purchase intention. Further, the novel contribution of the study is how psychological contract violation moderates the relationship between brand attitude and purchase intention.
Keywords: perceived advertising value; context awareness value; brand attitude; psychological contract violation; PCV; purchase intention.
To buy or not to buy: factors influencing online purchase intention across clothing and apparel, consumer electronics and personal care products
by Sunildro L.S. Akoijam, Sultana B.A. Mazumder
Abstract: The paper attempts to examine how different factors influence online purchase intention across three product categories: clothing and apparel, consumer electronics and personal care. Data were collected from 416 customers from different parts of India. Multiple regression is used to analyse the influence of five important factors; subjective norms, perceived usefulness, perceived enjoyment, perceived risk and social media influence on online purchase intention across three the product categories. The results indicate that the five factors influence the online purchase intention differently across clothing and apparel, consumer electronics and personal care products. This paper makes a novel attempt towards understanding and investigating how these five factors impact the online purchase intention across the different product categories. The study is significant for online marketers in designing specific marketing strategies for the different product categories.
Keywords: online purchase intention; subjective norms; perceived usefulness; perceived enjoyment; perceived risk; social media influence.
Impact of social media marketing on purchasing intentions of luxury brands: the case of millennial consumers in the UAE
by Ansey John, Vijay Pujari, Sudipa Majumdar
Abstract: The proliferation of social media has created unparalleled opportunities for marketers. This paper studies the effectiveness of social media marketing in driving purchase intentions of luxury brands by exploring the key drivers of luxury brand consumption. Primary research was carried out amongst the millennial generation consumers residing in the United Arab Emirates (UAE), which generates the highest demand for luxury products in the world (Trade Arabia, 2018). To our knowledge, this is the first study to evaluate the social media marketing aspect of luxury brands in the UAE and makes important conceptual and empirical contributions to the existing literature through a multi-dimensional quantitative framework. Our results revealed that social media marketing has been effective in driving purchase intentions of luxury brands through the stimulation of materialism, hedonism, the need to seek social approval, or a combination of these factors. Our study has strong recommendations since consumers were found to be strongly influenced by celebrities and advertisements on social media platforms, which sends signals to marketers to enhance brand knowledge through 'role model' influencers and through innovative interactive features of networking sites.
Keywords: luxury brands; purchase intentions; social media marketing; SMM; millennial; United Arab Emirates; UAE.
How e-service quality influence post-purchase behaviour: the mediating role of perceived value and the moderating of perceived risk
by Ha Thu Nguyen, Anh Chi Phan, Phuong Hien Nguyen
Abstract: This paper presents the results of an empirical study on the relationship between e-service quality dimensions and consumer post-purchase behaviour as perceived value, satisfaction and loyalty in online shopping. PLS-SEM technique was applied to analyse the data collected from 468 Vietnamese consumers between December 2018 and June 2019. The analytical results indicate that information quality aspects (information accuracy, web design, security, ease of use, and website features) positively impact on outcome quality (order condition, timeless, and order accuracy) and outcome quality positively affects customer satisfaction. By emphasising the moderating role of perceived risk and the mediating role of perceived value, this study provides interesting managerial implications and contributes to the literature by suggesting a different approach on the topic of improving customer satisfaction in the electronic commerce environment.
Keywords: e-service quality; perceived value; perceived risk; customer satisfaction; customer loyalty; e-commerce.
Developing brand relationships through social media communication: a cross-cultural comparison
by Marsela Thanasi-Boçe, Omar Ali, Ayse Begum Ersoy
Abstract: Enhancing brand relationships through communication have been the focus of business strategies especially when technology supported. The aim of this study was to examine the impact of social media (SM) communications on brand relationships and the role of SM usage in explaining brand relationship differences in different cultures. The studys theoretical framework was based on the Hofstedes cultural dimensions theory. Data were collected from SM users through online surveys in two countries: Albania and Turkey. Partial least squares structural equation modelling was used for the theoretical model. Multigroup analysis was used to compare the effects of SM communication quality between the two cultures. The overall model revealed a positive role of SM communications in strengthening consumers relationships with brands and a moderating effect of SM usage, indicating that greater user engagement in SM leads to stronger brand relationships. The results suggest that brand relationship quality is higher in cultures with greater SM usage. Furthermore, the results showed that the direct influence of SM communication on building brand relationships is less impactful among users of a higher collectivistic culture.
Keywords: social media communication quality; SMCQ; brand relationship quality; BRQ; social media usage; SMU; Hofstedes cultural dimensions theory; cross-cultural comparison.
Shopping website selection for lifestyle products using the AHP and TOPSIS methods under fuzzy environment
by Sumit Kumar, Soni Wadhwa, Bibhas Chandra
Abstract: Website selection is pivotal to virtual shopping. Consumers evaluate online retailers websites on the basis of identified criteria and sub-criteria before undergoing shopping. Among all product categories, the lifestyle segment occupies a sumptuous pie of online retail. The present study attempts to rank shopping websites for fashion and lifestyle segments in the fuzzy environment using an assessment for the analytic hierarchy process model and fuzzy TOPSIS. A case analysis has been performed to exhibit the feasibility and effectiveness of the proposed model. Marketers may arrive at strategic insights and use them to augment their existing policies to cater to the customers requirements as discussed in this study.
Keywords: shopping website; online stores; fashion and lifestyle; India; multiple criteria decision making; MCDM; analytical hierarchy process; AHP; fuzzy TOPSIS; sensitivity analysis.
Brand equity: a systematic literature review
by Maryam Alefpour Tarakameh, Sepideh Nasiri, Manouchehr Ansari, Maryam Goudarzi, Nazanin Jafarbekloo
Abstract: In todays competitive landscape, proactive companies are trying to achieve competitive edge and build a strong customer equity. Hence, focusing on brand equity as the most valuable intangible asset, is essential for companies continued survival and success. Managers are progressively searching for valuable practices to create substantial consumer-based brand equity. Brand equity (BE) is significant in assisting consumers in processing information, especially when the information is overloaded. For firms, growing BE is a crucial objective to gain more favourable associations and feelings of target consumers. Accordingly, this paper addresses this issue through a systematic literature review of the selected papers that conveyed the concept of BE from 2015 to 2020, aiming to review BE concept, proposed BE models and the most frequent ones, the most widely used metrics in developing BE studies. We hope this study provide present conceptual, administrative, and applicable guidelines to the academic community, managers, and brand owners.
Keywords: brand equity; BE; consumer-based brand equity; brand equity models; measurement brand equity; brand equity dimensions.
A model of factors influencing customers' intention to use e-wallets during COVID-19 in Vietnam
by Bui Nhat Vuong
Abstract: During the current pandemic, humanity is facing many difficulties. People have to keep a certain distance to be able to keep themselves safe. As a consequence, e-commerce appears and helps humans can buy/sell without having to meet each other directly. Along with the growth of e-commerce, electronic payment has become explosive as if it was created to solve this problem and one of them was e-wallet. E-wallet brings many benefits for people as convenient, fast, economical, etc. Therefore, the aim of this research is to discover factors that affect the intention to use e-wallets, noting the mediating roles of attitude toward using e-wallets. Survey data was collected from 740 respondents who have knowledge of e-wallet as Momo, Zalopay, AirPay and ViettelPay in Vietnam. Results from the partial least squares structural equation modelling (PLS-SEM) discovered that facilitating condition, perceived credibility, effort expectancy, social influence, and performance expectancy positively impacted intention to use e-wallets. Also, these relationships were mediated by attitude toward using the e-wallet. Moreover, this study also proposed some recommendations to enhance intention to use e-wallets during COVID-19 in Vietnam.
Keywords: perceived credibility; facilitating conditions; effort expectancy; performance expectancy; social influence; e-wallets; electronic wallets; Vietnam.
A review of determinants of marketing analytics adoption by business enterprises
by Nilesh Gokhale, Partha Saha
Abstract: This paper presents a systematic review and analysis of determinants of marketing analytics adoption by business enterprises. Multiple but limited research studies have attempted to study the determinants of marketing analytics adoption but there is no research that comprehensively reviews and analyses the existing studies and gives holistic findings indicating determinants of marketing analytics adoption. Multiple determinants of the marketing analytics adoption have emerged from this study out of which six determinants emerge out as the most referred determinants. Those determinants are the attitude and support of top management towards adoption, availability of suitable data, reliable information technology (IT) infrastructure, return on investment (RoI), the complexity of the proposed model, and data security. These determinants can be broadly classified into three dimensions viz. technological, organisational, and environmental dimensions. The findings will provide helpful direction to further research in the field of MA to academicians, researchers as well as enterprises.
Keywords: marketing analytics; marketing technologies; literature review; adoption; determinants; marketing mix; business enterprises; business analytics; big data.
Information processing from electronic word of mouth: an integrative framework
by Aun Ahmed, Amritesh .
Abstract: The authors propose a model of electronic word-of-mouth (eWOM) processing that integrates the conflict monitoring and the self-validation hypotheses. The model brings novel insights into the processing of eWOM by stressing cognitive conflict, a defining characteristic of eWOM. Extant models build on the notion that persuasion is inherent in eWOM and fail to account for what causes elaboration. This paper conceptualises eWOM-section as a gestalt of cues varying in their demand for cognitive resources, and the proposed model accounts for attitude appraisals relative to initial attitude. Also, eWOM literature has largely ignored time, an essential factor in consumer decision making, implicit in the proposed model. The model is contrasted with an earlier integrative model, research propositions are drawn, and conceptual contributions and practical implications are discussed.
Keywords: information processing; electronic word of mouth; eWOM; conflict monitoring; persuasion; dual-process models; elaboration likelihood model; online reviews; self-validation.
E-commerce expansion in the Japanese apparel market
by Xueying Wu, Tao Hua Ouyang, Takeshi Okayama, Takuya Urakami
Abstract: The purpose of this study is to highlight the expansion of e-commerce (EC) in the Japanese apparel market and investigates the impact of online sales on the performance of the Japanese apparel makers. Descriptive statistics and a regression analysis are used to tackle this issue. The findings of this study are as follows. First, it was clarified that the EC penetration rate of the apparel market is greater than the average of Japan as a whole and this rate is increasing. It was also revealed that EC efforts of apparel companies have a significant positive impact on the performance for relatively large companies. This indicates that the EC efforts of apparel companies are an important strategy as the EC penetration rate continues to grow steadily in the Japanese apparel market.
Keywords: e-commerce; Japanese apparel market; firms performance; regression analysis.
Testing a structural model on consumers' fear of COVID-19, death anxiety, mental well-being and online shopping attitudes with a process macro
by Zübeyir Çelik
Abstract: In this current study, a structural model developed in terms of fear of COVID -19, death anxiety, mental well-being, and online shopping attitude is tested. After obtaining data from 276 people, the structural model was tested using the Process macro. According to the study result, fear of COVID-19 has a direct positive and significant effect on death anxiety and online shopping attitude. Fear of COVID-19 has an indirect effect on online shopping attitude through the mediating role of death anxiety. However, mental well-being has a negative and significant moderating role in the effect of fear of COVID-19 on online shopping attitude. Moreover, according to the results of the study, death anxiety and mental well-being have a direct positive and significant effect on online shopping attitudes. According to these results, it is possible to argue that the model has structural validity. Theoretical and practical implications and directions for future research are provided.
Keywords: fear of COVID-19; death anxiety; mental well-being; online shopping attitude; process macro.
Predicting consumers' intention to use OFD services during COVID-19 health emergency in USA and UK: an application of the S-O-R model
by Giada Mainolfi, Simona DAmico
Abstract: The aim of this study is to test a model in which utilitarian and hedonic attitudes predict behavioural reactions with respect to OFD services, using theoretical advances related to S-O-R framework. To test the proposed model, an online survey was conducted on a sample of the US residents (315) and on a sample of UK residents (202) during the period March-May 2020. The proposed model was tested with structural equation modelling. Risk perception of COVID-19 contagion positively influences utilitarian attitude, and it is not significantly related to the affective internal state of the individual (hedonic attitude). The study validates a comprehensive conceptual model that explains the intention to use OFD services during the health emergency. The paper provides guidance for supporting food companies in deciding the most appropriate ways to reduce the perceived risk associated with the use of the home delivery services and to increase the perceived ease of use.
Keywords: S-O-R model; delivery systems; perceived risk; utilitarian attitude; hedonic attitude; the USA; the UK.
An analysis of consumer perception towards supermarket and online shopping: a systematic review
by Shagun Jain, Tina Shivnani, Jampala Maheshchandra Babu
Abstract: The studys primary purpose here is to identify the perception held by consumers toward the supermarkets and online shopping platforms. The traditional organised retail stores (supermarkets) gained popularity for shopping, however, with the advent of technology, online shopping channels have been highly preferred by consumers in recent times. Although the past literature is abundant, with studies affecting consumers perception of the two modes of shopping, a comparative analysis based on them is lacking. This study addresses this gap and conducts a systematic review followed by the PRISMA method. The study identifies three sets of factors for consumer perception towards supermarkets includes ambience, quality and price and online shopping includes perceived risk and trust, word-of-mouth effectiveness and the website design. The study overall is able to put forward the key factors that have been established to cause a significant impact on consumer perception and can be used for future research.
Keywords: consumer; perception; supermarkets; shopping; online.
Beauty in the eyes of the beholder: a meta-analytic review of the effect of design atmospherics on shopping outcomes
by Stephen Oduro, Alessandro De Nisco
Abstract: Informed by consumer behaviour theories, this study aims to provide a quantitative review of the effect of four selected design atmospherics colour, lighting, store-layout, and product display - on three shopping outcomes approach behaviour, behavioural intentions, and emotional states in retail, service, and online settings. Methodologically, 76-independent articles were analysed using both subgroup and meta-analytic regression analyses from 1980-2019. Results showed that product display yields the highest ratings on shopping outcomes (r = 0.28), followed by colour (r = 0.24), layout (r = 0.23), and lighting (r = 0.22). Moreover, findings divulged that the aggregate effect of design atmospherics on behavioural intentions (r = 0.32) is larger than on approach behaviour (r = 0.22) and on emotional states (r = 0.21). The moderator analysis unveiled that shopping setting, experimental design, store format, and study design significantly account for between-study variance. These results offer useful insights regarding future research avenues and underline relevant managerial implications for designing and managing physical stores, services, and e-commerce websites.
Keywords: design-atmospherics; shopping-outcomes; meta-analysis.
Intelligent model to improve the efficacy of healthcare content marketing by auto-tagging and exploring the veracity of content using opinion mining
by S. Sri Hari, S. Porkodi, R. Saranya, N. Vijayakumar
Abstract: Digital content is favourably useful for sales and marketing industries and the healthcare industry is no exception. Most user seeks medical advice for treatment as well as health information by crawling and analysing the information on the web. The digital content must be highly trustworthy in the healthcare domain as it involves the health of a human. This paper presents an intelligent model that intends to analyse the relevancy and reliability of the content by applying sentimental analysis to the readers comments. The model applies relevancy computation for analysing the content, enhanced lexicon analyser for scoring the words, maximum entropy model for classification and computes the veracity score. Based on the computed score, the content can be recommended to the readers and auto-tagged effectively. The result analysis made with the healthcare contents proves the effective performance of the proposed model in analysing the reliability of the information.
Keywords: healthcare content marketing; opinion mining; sentiment analysis; content relevancy; content reliability; auto-tagging; maximum entropy model.
Modelling the antecedents of online impulse buying in cross-cultural context
by Abu Bashar, Shalini Singh, Vivek Kumar Pathak
Abstract: The modelling of antecedents of online impulse buying is carried out in cross-cultural context. structural equation modelling (SEM) using AMOS is used to validate the hypothesised relationship between urge to buy impulsively (UBI), its antecedents and online impulse buying. A sample of 650 of Indian and Bahraini (India - 405, Bahrain - 245) customers are collected through online survey using structured questionnaire. The construct UBI is measured with its antecedent online sales promotion, personal factor, and website quality. Culture is used as a moderating variable and found significant in moderating the relationships in both cultures. This model can be useful for the e-commerce firms offering their products online. Online impulse buying has not been much investigated in cross-cultural context which makes this study unique and novel. This study will fill the knowledge gap in cross-cultural online impulse buying literature.
Keywords: online impulse buying; SEM; cross-culture; urge to buy impulsively; UBI; website quality; WQ.
Social media advertising and marketing performance of SMEs in Ghana: moderating roles of firm size and fear of missing out.
by George Asamoah, Samuel Kingsford Seglah, Isaac Sewornu Coffie, Lawrence Yaw Kusi, Ebenezer Afum, Henry Kojo Bonsu-Owu
Abstract: The study sought to examine the impact of Social media advertising (SMA) on marketing performance (MP) and the moderating effects of firm size and FoMO on the SMA-MP relationship from an emerging market context. Data from 248 SMEs in Ghana was analysed using PLS-SEM. The study's findings indicate that SMA has a positive and significant relationship with MP, suggesting that when SMEs invest in SMA initiatives, they are more likely to reap the benefit in terms of marketing performance. The study also found that firm size has a substantial negative but significant moderating effect on the SMA-MP association. Additionally, the study's findings also show that FoMO moderates the predictive association between SMA and MP in a positive and substantial way. Implications and avenues for future research are discussed.
Keywords: social media advertising; SMA; marketing performance; fear of missing out; FoMO; small- and medium-sized enterprise; SME; Ghana.
Salespeople psychological antecedents of sales force automation adoption and use in the industrial healthcare setting
by Kohail Younes
Abstract: This study aims to test the effect of salespeople psychological factors on sales force automation (SFA) adoption and use in the industrial healthcare industry. SEM was used to analyse a sample of 93 salespeople in the healthcare industry. The novelty of this research is that it contributes to SFA literature from two sides: First, it examines the psychological antecedents that influence SFA adoption and use. Second, it tests the effect of psychological antecedents that influence the salesforce adoption and use in a specific context, 'the healthcare industry'. Findings show that attitude toward change has a negative effect on SFA adoption and use while self-efficacy and personal innovativeness positively affect SFA adoption and use. The study has some limitations such as sample size, number of constructs, data collection design. Findings of this study can help managers to develop the relevant training and recruitment strategies that encourage the SFA adoption and use.
Keywords: salespeople; attitude toward change; sales force automation; SFA; creative self-efficacy; personal innovativeness.
Consumer perception regarding the ethics of online retailing: a review, synthesis, and future research directions
by Saptarshi Bhattacharya, Rajendra Prasad Sharma, Ashish Gupta
Abstract: The study is a systematically structured review of the academic literature on consumer perception regarding the ethics of online retailing (CPEOR). It analyses the thematic research developments during the last two decades. The authors reviewed quality papers published in eight academically recognised business management databases and classified the CPEOR literature in five broad areas, i.e., ethical issues related to marketing strategy, website dimensions on online retailing ethics, online consumer decision making, consumers perceptions of online retailers ethics, and the consumer characteristics influencing ethical/ unethical consumption. A thorough analysis of research papers establishes that CPEOR influences customer behaviour and e-retailer performance. The proposed framework depicts the antecedents and consequences as potential themes for future studies. Due to limitations of empirical validation, future researchers can test the proposed framework. The generalisation of CPEOR study findings offers valuable insights to the online retail managers and researchers with directions for further research.
Keywords: CPEOR; online retailing; ethics; privacy; security; consumer perception; systematic literature review.
The background colour of online retailing and cognitive and emotional responses of consumers: an experimental study
by Manijeh Bahrainizadeh
Abstract: One of the atmospheric factors of a website is colour, which is a solid element to attract visitors. This study aims to measure the effect of background colour on online retailers websites on consumers responses. This study is an experimental method based on the post-test design and performed online. For this experiment, laptop retailing websites with different background colour statuses based on hue, saturation, and brightness were designed and a convenience sample randomly visited these retailers. Data analysis have performed through ANOVA analysis. The findings indicate that the background colour of online retailers based on the hue, saturation level, and brightness can cause different cognitive responses and arousal emotions in people but does not create a distinct pleasure emotion. In this study, we answer some of the ambiguities about the effect of online retailing background colour on consumers cognitive reaction, arousal and pleasure emotion. The paper contributes valuable research suggestions for both practitioners of online stores and marketing academics.
Keywords: background colour; online retailing; cognitive reaction; arousal emotion; pleasure emotion.
Understanding loyalty towards Facebook and the mediating role of trust: an expectation confirmation theory perspective
by Sunil Hazari
Abstract: Facebook is the dominant social media network widely used by individuals and businesses for communication and commerce. Despite controversial issues such as data privacy and misinformation, users and businesses have remained loyal to Facebook. Other niche social networks have managed to gain market share from Facebook by providing better technology and more relevant content to users. The purpose of this research was to investigate determinants of social media loyalty, which include engagement, satisfaction, value, and the mediating role of trust on loyalty for Facebook users. This study used a multi-generational sample of 400 Facebook users. A conceptual model was developed using the theoretical lens of expectation confirmation theory to understand Facebook loyalty and related constructs. Structured equation modelling was used to test the research hypotheses. Results showed a significant relationship between satisfaction and trust but did not show a relationship between trust and loyalty. However, it was found that trust mediated the relationship between Facebook experience and loyalty. The study extends the expectation confirmation theory using the context of Facebook. It provides researchers and marketers with theoretical and practical insights to better understand how loyalty is impacted by engagement, satisfaction, value, and trust.
Keywords: Facebook marketing; social media; user experience; loyalty; trust; engagement.
The influence of the web-based factors on women's online purchase decision of cosmetic products
by Rand Al-dmour, Sameh Kamal, Hani Al-dmour, Ra'ed Masadeh, Raghda Alfaouri
Abstract: This study aims at finding out the influence of the web-based factors on womens online purchase decision of cosmetic products in a developing country such as Jordan. Three web-based interrelated major factors were selected as the most common factors affecting online buying behaviour: website transactional factor, product factor and website features factor. A total of 291 Jordanian women who buy cosmetic products online were reached. The results of the study have revealed that the three web-based interrelated factors are positively associated with women online buying behaviour of cosmetic products in Jordan, and the two most important were: the website transactional factor and product-related factor. Furthermore, the relative importance of these three factors significantly varies among the respondents based on their monthly income and their level of education but was insignificantly different due to their age groups and marital status. In the final section, theoretical and practical recommendations were suggested.
Keywords: cosmetics; online purchase; women; website transactional factor; product factor and website features factor; Jordan.
Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention: moderating role of perceived brand value
by Vipul Patel, Pradeep Kautish, Naresh K. Patel
Abstract: Augmented reality (AR) apps are rapidly gaining attention from both users and retailers in India. The purpose of the paper is to examine how quality of AR apps affect consumer brand engagement, which eventually leads to a positive word of mouth and purchase intention, as well as moderating role of perceived brand value among consumers in India an emerging market in Asian region. An online survey was used to collect data from 428 respondents having experience of AR apps to test the path model. The analysis confirmed five dimensions of quality of AR apps and they have a positive impact on customer brand engagement. Results also suggest the moderating effect of perceived brand value over customer brand engagement in positive WoM and purchase intent. The paper provides new insights for retailers on the implementation of AR apps at the point of sale.
Keywords: AR apps; quality dimensions; customer brand engagement; CBE; perceived value of brand; moderation; emerging market; India.
I like, I dont like, I dont know: consumers attitude towards marketing content in social media from Gen Y glasses.
by Nor Azimah Kamaruddin, Lennora Putit, Amily Fikry
Abstract: This study aims to explore Gen Y social media (SM) users attitude towards advertising contents. A qualitative approach is applied using focus group discussions (FGDs), and data analyses are carried out via a constant comparative method. Findings revealed three dominant themes such as positive, negative, and vague attitudes respectively. These attitudes were influenced by appeals used in the advertising contents, and consumers would share them based on whether they liked, disliked, or feeling vague towards the said content. Significant academic and practical contributions within SM marketing were observed. Firstly, attitude is often seen in two categories, namely, likes and dislikes, whilst at the same time, a new category emerges, to which consumers are also experiencing vague feelings towards the marketing content on SM. Secondly, companies can further develop more effective marketing strategies because of their ability to better understand the potential target market acceptance towards advertising contents created.
Keywords: attitude toward the marketing content; viral marketing; viral behaviour; social media marketing; focus group discussion; FGD.
Moderating effect of brand awareness levels on the relationship between eWOM, perceived quality, brand trust, and purchase intention
by Dimas Agus Hairani, Tanti Handriana, Dudi Amarullah
Abstract: The development of e-commerce drives high competition between brands. Although eWOM plays an essential role in e-commerce, there has not been discussed previously about the role of brand awareness levels as a moderating factor. This research examines the influence of brand awareness levels in the relationship between eWOM, perceived quality, brand trust, and purchase intention. The hypotheses of this research were tested using partial least square-structural equation modelling (PLS-SEM) and multigroup analysis (MGA) with a total sample of 220. The result showed that the two groups of brand awareness levels (high vs. low) had notable differences regarding the relationship between perceived quality, brand trust, and purchase intention. However, there were no differences in the relationship between eWOM, perceived quality, and brand trust in both groups. In addition, the research also found that eWOM was unable to influence purchase intention directly. Several implications are also presented at the end of the paper.
Keywords: eWOM; perceived quality; brand trust; purchase intention; brand awareness.
E-payment or cash on delivery: do e-retailers' ethics, trust, and value matter?
by Karim Garrouch, Olfa Bouhlel, Mohamed Nabil Mzoughi
Abstract: This research aims to explain the relative attitude toward e-payment in an online shopping situation, based on the perception of the online retailers ethics. Ethics have not been previously verified as a factor explaining the e-payment attitude and choice. The study verifies its indirect impact, via trust and perceived value on the relative attitude toward e-payment. A survey was carried out using a self-administered questionnaire filled by 225 Saudi consumers who used to shop online and who have the possibility to use e-payment tools. One dimension of the perceived ethics is shown to be an indirect determinant factor of the e-payment attitude: the fulfilment/reliability. Perceived value and security are also verified as factors enhancing the positive attitude toward the use of e-payment.
Keywords: e-retailers ethics; perceived e-shopping value; e-payment attitude; trust.
Who influences the influencer - a network analytical study of an influencer's peer-based importance
by Jens K. Perret
Abstract: In contrast to studies focusing on determinants of influencers relevance which are limited to mostly qualitative discussions, this study focuses on the similarity between social media influencers as relevant figures of a network and the mathematical study of social networks, i.e., the use of network statistics and centrality measures. A dataset of 255 influencers spanning a period of four years from the field of womens fashion present on the social media platform Instagram has been used to empirically determine a model of an influencers relative importance in the network of its peers. By using regression analysis (panel and cross-sectional) as well artificial neural networks, the importance of the four main factors: followers, reach, engagement rate and posting frequency can consistently be established as well as their causal effects and the path dependency of an influencers importance across years.
Keywords: social media; Instagram; influencer; eigenvector centrality; network; social network analysis; women's fashion; panel data; regression; artificial neural networks; fashion.
Return satisfaction with e-marketplaces: an investigation in Asia
by Kedwadee Sombultawee, Inthakan Pannarom
Abstract: This study investigates return satisfaction with e-marketplaces in Asia. This multi-retailer structure, unified in a single storefront, can cause consumer confusion and dissatisfaction if something goes wrong. The research used a structural equation modelling approach to investigate the effect of service recovery quality and site ease of use on perceived value of the return and return satisfaction. A sample of consumers residing in Thailand who had previously returned a product was selected. Analysis found positive relationships between service recovery quality and site ease of use and perceived value of the return offering. However, the effect of site ease of use on return satisfaction was negative. Perceived value of the return offering had a significant mediation effect. The implication of this finding for practice is that online marketplaces must provide an easy, good quality and high value return process to ensure customer satisfaction.
Keywords: e-marketplace; customer satisfaction; returns; online shopping; Asia.
A study on the influence of social media marketing activities on customer satisfaction mediated by perceived value in the e-commerce industry
by Rashi Banerji, Animesh Singh
Abstract: Technology evolution has provided innovative ways for companies to satisfy their customers and gain a competitive advantage. Social media marketing activities (SMMAs) need to be taken into account while designing strategies. This study investigates the influence of SMMA (entertainment, interaction, trendiness, customisation, and word of mouth) on customer satisfaction via the mediation effect of perceived value (playfulness, aesthetics, control and service excellence). A structured questionnaire was distributed through mails/WhatsApp/social media platforms to 487 social media users. The findings suggest that SMMA significantly influences perceived value which affects customer satisfaction. E-commerce companies must make social media marketing strategies such as convenient and user-friendly ways of interaction that influence the perceived value of social media users and result in customer satisfaction. The study is unique in terms of its emphasis on the mediating role of perceived value on the relationship between social media marketing activities and customer satisfaction.
Keywords: social media marketing; customer satisfaction; perceived value; mediation; India.
Impact of privacy, technology readiness, and perceived crowding on adoption of telemedicine services
by Gurcharan Singh, Sourabh Bhatt, Deepika Jhamb
Abstract: This paper utilised the unified theory of acceptance and use of technology (UTAUT) model to empirically investigate the influence of behavioural traits (technology readiness, privacy, and perceived crowding) and core constructs of the UTAUT model (performance expectancy, effort expectancy, social influence, facilitating condition) on user behavioural intentions to accept telemedicine services. The primary data was obtained through a questionnaire from 570 respondents of Delhi NCR Region (India). Partial least square-structural equation modelling (PLS-SEM) technique was used to test the proposed model. The results indicate that performance expectancy, effort expectancy, facilitating conditions, social influence, technology readiness, perceived crowding are direct predictors of user behaviour to accept telemedicine services. Interestingly, further investigation shows that there is no relationship between privacy and behavioural intention. This study integrated important elements, i.e., privacy, technology readiness, and perceived crowding factors, into UTAUT to provide a comprehensive view of telemedicine adoption. The study also provides guidelines to developing countries for the acceptance of telemedicine services.
Keywords: telemedicine services; technology readiness; perceived crowding; privacy; unified theory of acceptance and use of technology; UTAUT.
The role of perceived security, perceived compatibility, and perceived user experience in intentions to use mobile payment services by Generation Z consumers
by Aakash Kamble, Smita Mehendale, Supriya Desai, Devidas Golhar
Abstract: Mobile technologies have rapidly expanded across the corners of the world by reaching out to customers and easing their lives. Particularly in emerging economies like India, mobile-based payments services are the fastest-growing services where high acceptance of the same has been seen and predicted in the coming years. In this study, an extended technology acceptance model (TAM) is used for understanding customer acceptance of mobile payment services, describing consumer acceptance of mobile payment services by Generation Z consumers. A total of 463 individuals were surveyed. Structural equation modelling (SEM) was used to check the proposed model and also the interrelationships among the constructs. The results showed that perceived usefulness, user experience, and perceived compatibility affect mobile payments adoption by consumers positively. Amongst all variables studied, perceived compatibility (0.63) ranked highest based on its impact on the adoption of services related to mobile payments.
Keywords: Generation Z; mobile payments; technology acceptance model; TAM; perceived compatibility; user experience.
Purchasing celebrity-endorsed brands as a way of self-presentation
by Xiaofan Yue, Nawal Hanim Abdullah, Mass Hareeza Ali, Raja Nerina Raja Yusof
Abstract: The effectiveness of celebrity endorsement is a much-discussed topic in marketing, and this article aims to relate the celebritys status, reputation and congruence with the consumers ideal self to the brands status, reputation and congruence to the consumers ideal self. Thus, because of these brands attributes and relation to the consumers ideal self, consumers who need to use brands for self-presentation may have higher purchase intentions (PIs) and celebrity-endorsed brands. We used 245 survey samples to prove that a celebritys status, reputation and congruence with the consumers ideal self can be transferred to the endorsed brands, and the brands status, reputation, and ideal self-congruity are positively related to the consumers PIs. The consumers need for self-presentation mediates the relationship between the brands status and PIs and the relationship between brand ideal self-congruity and PIs.
Keywords: brand-image; brand reputation; brand status; celebrity endorsement; self-image; ideal self; self-congruency; purchase intentions.
The effect of social media marketing on consumers purchase intention of organic food: the role of perceived value, trust and social identity
by Bee Lian Song, Liew Chee Yoong, Muthaloo Subramaniam, Salwa Ahamad
Abstract: The purpose of the study is to investigate the effect of social media marketing on consumers purchase intention of organic food through perceived value, trust and social identity. Four dimensions of social media marketing comprising informativeness, interaction, customisation and electronic word-of-mouth are examined as antecedents to perceived value. Perceived value is placed as antecedent to trust and social identity, which influence purchase intention. Through quantitative method, a self-administered questionnaire survey was used to collect data from 502 organic food consumers in Malaysia. Structural equation modelling (SEM) was applied for data analysis. Results highlight that informativeness, interaction, and electronic word-of-mouth have positive effects on perceived value. Customisation has no significant effect on perceived value. Perceived value has positive effect on trust and social identity, which leads to subsequent positive influence on purchase intentions. The findings may assist organic food retailers or producers in developing and implementing effective social media marketing strategies.
Keywords: social media marketing; organic food; perceived value; trust; social identity; electronic word-of-mouth; purchase intention; structural equation modelling; SEM.
A study of impact of the demographics on the adoption of technology-driven based payment techniques among Mom-and-Pop retailers owners and consumers-in emerging markets
by R.K. Srivastava
Abstract: As a result of government initiatives, digital payment systems are becoming more popular in emerging markets. However, among Mom and Pop retail store owners and consumers, acceptance of technology-based payments is still a problem. Therefore, the purpose of the study is to examine the acceptance of technology-based payment among Mom-and-Pop retail (small retailers) owners, and consumers; patronising the same. A total of 488 participants in the consumer category and 220 participants in the retail category participated in this study. The perceived benefits will drive adoption at both the Mom-and-Pop level and the consumer level; however, younger consumers and store owners are more likely to experiment with different methods of digital payments than older ones. Therefore, the results of this study can assist mobile payment companies to understand how to increase adoption of mobile payment technology in the context of merchants and consumers of different ages. Combining Rogers theory of diffusion of innovations (Rogers, 2003) with Allinghams (2002) rational choice theory, the rational-adoption theory (R-A theory) is used to explain the comparative study of digital adoption mode of payment among owners and consumers.
Keywords: technology based payment; Mom-and-Pop stores; consumers; debit card; credit card; demographic variables; theory of diffusion of innovations; DOIs; rational choice theory.
Customer brand engagement in emerging businesses: antecedents and consequences
by Amir Reza Konjkav Monfared, Milad Mohebali Malmiri, Mohammadreza Barootkoob, Mohammadreza Keshavarz
Abstract: The purpose of this research is to identify the antecedents (social presence, customer involvement and customer satisfaction) and consequences (brand experience, EWOM, brand trust, brand usage intention and brand loyalty) of CBE in emerging businesses. Data for this research was collected from 300 customers of Snapp brand (an Iranian online transportation service). The reliability of the questionnaire was examined and confirmed by using Cronbachs alpha coefficient and composite reliability. The factor loading of the questions and average variance extracted (AVE) was calculated to examine the validity of the questionnaire which confirmed the validity of the research tool. Structural equation modelling was used to analyse the research data. The research findings indicated that social presence and customer satisfaction are predictors of CBE. However, customer involvement did not have significant effect on CBE. The findings also showed that CBE had a significant effect on brand experience, EWOM, trust, usage intention and loyalty.
Keywords: customer brand engagement; electronic word of mouth; brand trust; brand loyalty.
Validating the potential measures of e-brand trust and e-brand loyalty: an examination using SEM
by Y. Anjel Raj, J. Hemalatha, K. Mohamed Jasim
Abstract: The primary objective of this study is to examine the relationship between e-brand attributes with e-brand trust and e-brand loyalty through qualitative analysis. The e-brand attributes which include e-WOM quality, e-tail brand experience, customer value proposition and re-purchase intention are employed as independent variables whereas e-brand trust is employed as mediating variable and e-brand loyalty as a dependent variable. Structured questionnaire was employed to collect data for the study. Content and construct validity of the questionnaire was established and reliability was measured using Cronbachs alpha and found to be 0.851. Data collected were analysed using statistical techniques such as factor analysis and structural equation modelling. This research contributes to the most promising and underexplored area of e-brand trust and e-brand loyalty. Further, the findings of this research will be useful for brand managers of organisations that have online market presence to enhance the trust and loyalty of online customers. This will ultimately increase the e-brand equity of the organisation.
Keywords: e-WOM quality; e-tail experience; customer value proportion; e-brand trust; e-brand loyalty; repurchase intention.
Role of internal brand equity and brand citizenship behaviour on customers satisfaction
by Negin Sangari, Zhaleh Alizadeh, Fatemeh Alizadeh, Shib Sankar Sana
Abstract: The objectives of this proposed article are to explore the direct and indirect effects of employee-based brand equity on customer satisfaction with the mediation of employees satisfaction and brand citizenship behaviour as brand equity benefits. The statistical population of this applied descriptive study consisted of all behind-the-counter employees and managers of Shahr Bank branches in Karaj who had also accounts in this bank. The sample consisted of 384 individuals selected through available sampling. The legitimacy of the survey was confirmed over construct and content validity, and its reliability was confirmed by using the Cronbachs alpha coefficient. For data analysis, CEM (construct equation modelling) was used with the PLS software. The results indicated that employee-based brand equity (brand knowledge, brand commitment, and role clarity) has a positive effect on customer satisfaction. Employee-based brand equity benefits along with the elements of brand citizenship behaviour and employee satisfaction affect customer satisfaction positively.
Keywords: internal brand equity; customer satisfaction; brand equity benefits; employee satisfaction; brand citizenship behaviour; construct equation modelling; CEM.
Analysing the role of WOM and eWOM in exploring tourist destinations
by Priyanka Malik, Shalini Gautam
Abstract: Word of mouth (WOM) and electronic word of mouth (eWOM) are very effective and important communication tools to persuade consumers for purchasing the products/services. These become more significant with products that are difficult to assess before consumption, e.g., hospitality. The tourism industry is reviving and the consumer is conscious when booking a particular destination. Thus, it is important to understand how WOM and eWOM are impacting the various factors in distinct ways while choosing the tourist destination. The seven factors identified, for the present study, are channel engagement, expertise, homophily, resource helpfulness, source credibility, tie-strength, and trustworthiness. The PLS-SEM was used to test the theoretical model of this study. The study shows that both WOM and eWOM impact an individual in different ways. The expertise of the reviewer is the most important factor in the case of WOM and channel engagement is the most significant factor for eWOM. Resource helpfulness is common for both WOM and eWOM.
Keywords: electronic word-of-mouth; eWOM; channel engagement; expertise; homophily; resource helpfulness; source credibility; tie-strength; trustworthiness.
Differences in attitude and purchase intention for multisensory stimuli in online stores with decreasing product congruence in terms of superadditivity and cross-modal correspondence
by David Weber, Mandy Nuszbaum, Carmen María Carrillo Gonzáles
Abstract: This study aims to verify how the current findings related to multisensory marketing can be transferred to online stores, where the sensory stimuli are perceived through imagination, except for the visual sense. The authors conducted two web experiments. The subjects evaluated soft drinks, chocolates, and t-shirts, with a wide variety of sensory combinations using three semantic scales to examine attitude, purchase intention, and the sensory stimuli used. The results show that for a given product congruence, the effect of super additivity could not be observed, but that the effect of cross-modal correspondence could. With decreasing product congruence, observations became unambiguous as expected so that only the effect of product congruence can be applied in online stores even with a partial congruence. The paper shows that the previous findings are not necessarily transferable to a digital context.
Keywords: consumer behaviour; multisensory marketing; online marketing; attitude; purchase intention.
Nexus between artificial intelligence and marketing: a systematic review and bibliometric analysis
by S. Rajumesh
Abstract: Although artificial intelligence provides a new method to gather, process, analyse data, generate insights, and offer customised solutions, such methods could change how marketers deal with customers, and there is a lack of literature to portray the application of artificial intelligence in marketing. This study aims to recognise and portray the use of artificial intelligence from a marketing standpoint, as well as to provide a conceptual framework for the application of artificial intelligence in marketing. This study uses a systematic literature review analysis as a research method to achieve the aims. Data from 142 articles were extracted from the Scopus database using relevant search terms for artificial intelligence and marketing. The systematic review identified significant usage of artificial intelligence in conversational artificial intelligence, content creation, audience segmentation, predictive analytics, personalisation, paid ads, sales forecasting, dynamic pricing, and recommendation engines and the bibliometric analysis produced the trend in co-authorship, citation, bibliographic coupling, and co-citation analysis. Practitioners and academics may use this study to decide on the marketing area in which artificial intelligence can be invested and used.
Keywords: marketing; artificial intelligence; machine learning; deep learning; bibliometric.
Does brand association, brand attachment, and brand identification mediate the relationship between consumers willingness to pay premium prices and social media marketing efforts?
by Ruturaj Baber, Prerana Baber, Sumit Narula, Rahul Pratap Singh Kaurav
Abstract: This study investigates the effects of social media marketing efforts (SMME) on smartphone brand identification, attachment, association, and willingness to pay premium prices. A survey of 320 smartphone users who followed official social media handles managed by smartphone companies was conducted for this purpose. PLS-SEM was used to analyse the collected data. The findings demonstrated importance of SMME dimensions. According to the studys findings, the smartphone brands SMMEs had significant impact on brand identification, brand association, and brand attachment. The results revealed that SMMEs had significant impact on willingness to pay the premium price. The findings also show that brand identification, attachment, and association mediated the relationship between SMMEs and willingness to pay a premium price. The findings of this study will be useful in developing social media marketing strategies for smartphones. This study demonstrates the use of social media marketing to promote mobile phones, particularly in emerging markets.
Keywords: social media marketing efforts; SMMEs; smartphone brands; brand identification; brand association; brand attachment; willingness to pay premium prices; WTPPP.
CRM purchase intention toward private label brand and trust: investigating the role of manufacturer brand quality, firm motives and perceived risk
by Suraj Shah, Maurvi Vasavada, Mahendra Sharma
Abstract: Cause-related marketing (CRM) is considered a major form of corporate social responsibility initiative and have majorly concentrated on national brands. Private label brands (PLBs) market share has been growing in Indian market and there is scant CRM literature linked to (PLBs). The predominant objective of our study is to examine the impact of manufacturer brand quality, firm motives and perceived risk on trust in PLBs and its consequential impact on CRM purchase intention by applying structural equation modelling. The findings revealed the positive impact of manufacturer brand quality, firm motives and perceived risk on trust and substantial positive effect of CRM purchase intention. The findings of the study offer practical implications for CRM marketers as well as advertisers to conceive effectual CRM promotional strategies. Moreover, this study also offers practical implications to private label retailers to run the promotions of specific products in packaged food category.
Keywords: CRM purchase intention; private label brand; PLB; manufacturer brand quality; firm motives; perceived risk.
Effects of seamless omnichannel experience on customer behavioural outcomes
by Tanya Singh, Shivendra Kumar Pandey
Abstract: Creating a seamless experience (SE) across all touchpoints has become a challenge for omnichannel retailers. Therefore, it is imperative for retailers to understand SE and its effects on crucial customer behaviours. The objective of the current study is to examine the impact of SE on the behavioural outcomes of customers in India. Partial least squares (PLS) two-stage approach was used to perform structural equation modelling (SEM). The results revealed that SE positively correlates with customer repurchase intention (RI), word of mouth (WOM), customer influence behaviour, and brand love (BL). Social media has a significant role during omnichannel shopping, customer comments can be highly influential in making or breaking the image of a retailer. Retailers should therefore encourage customers engagement in the omnichannel purchasing process by designing a pleasurable and smooth shopping experience.
Keywords: SE; omnichannel retailing; consumer behaviour; customer satisfaction; customer touchpoints.
Students behavioural intention towards mobile technology for online shopping
by V. Geetha
Abstract: The younger generation of mobile technology is connected to mobile commerce (MC) in a digital communication mode. This study aims to assess aspects that influence the users (students) behavioural intention on mobile shopping online. The variables are extracted from the unified theory of acceptance and use of technology (UTAUT) and technology acceptance model (TAM). Researcher choose five variables like performance expectancy, facilitating condition, price value, trust and behavioural intent are suitable for technology enhancement. This research utilises a quantitative approach using AMOS 22.0 software with a total of 250 participants using SPSS and covariance-based structural equation model (CB-SEM) technique. While the internal consistency analysis of all scales is reliable and valid, the findings show that the students behavioural intention is positively impacted by trust and price value concepts. But, the performance expectancy and facilitating condition have an adverse impact on students behavioural intention. This research contributes significantly to mobile communication studies by providing empirical evidence of students behavioural intention on technology adoption in shopping via a mobile device.
Keywords: mobile commerce; behavioural intention; technology; online shopping.
Minimising display advertising avoidance on social media platforms - the role of exposure condition, personalisation, and personality traits
by Priscilla Teika Odoom, Raphael Odoom, Stephen Mahama Braimah
Abstract: The paper examines the anteceding effect of ad personalisation and exposure condition on display advertising avoidance among social media users as well as the facilitating role of perceived novelty, ad skepticism and attitude toward online advertising in these relationships, within the framework of the stimulus organism response paradigm. Additionally, the study assesses the variations in these effects across personality traits. An online survey was conducted on Facebook, Twitter, and Instagram to collect data from 570 respondents, which was analysed using structural equation modelling. The results show mitigating effects of exposure condition and personalisation on ad avoidance and these effects were moderated by extraversion and neuroticism. Perceived novelty emerged as a partial mediator, and ATOA as a full mediator of these relationships. No mediating effects were found for ad skepticism. Findings proffer pertinent pointers for optimising effective display advertising execution to elicit favourable consumer responses in social media.
Keywords: social media advertising; ad avoidance; perceived novelty; exposure condition; personality traits; attitude toward online advertising; ATOA.
The essence of marketing intelligence research highlights from 1962 to 2021
by Sushant Vishnoi, Teena Bagga, Naveen Virmani
Abstract: This study aims to map the development of marketing intelligence (MI) articles published, citations, and themes from 1962-2021, a total of 59 years. This research study classifies and reviews research articles published in the area of marketing intelligence. This article aims to systematically explore and analyse prevailing associated researching trends and themes in the domain of marketing intelligence. For this literature review, various research databases like Proquest, EBSCO host, Web of Science, Scopus, and Science Direct, were identified, publishing research in the chosen area of marketing intelligence. The study also provides an analysis of marketing intelligence related publications across different periods. The study identified 127 papers published in various publishing databases, distributed across 56 different journals. These articles were published across 28 countries, representing five continents, from 1962 to 2021.
Keywords: classification; literature review; market intelligence; marketing intelligence; literature review; Scopus database.
Examining the presence of customer service-based strategic clusters in online retailing and the impact of service features on conversion rates
by Ravi Narayanaswamy, Richard A. Heiens
Abstract: This study represents the first effort to examine, profile, and evaluate the customer-service strategies of the largest e-commerce retailers. The study employed a syndicated database of the largest online retailers in the US market for 2019. The two-step cluster analysis algorithm available in SPSS was used to help identify the presence of customer-oriented strategic clusters among the 172 web-only retailers contained in the database. The findings clearly demonstrate the presence of four distinct strategic clusters that display characteristics consistent with the Miles and Snow strategic typology. In addition, firms that operate with a strategic posture emphasising relatively more customer services are rewarded for doing so with a correspondingly high number of monthly visitors, high conversion rates, and high average ticket values.
Keywords: Miles and Snow; strategic typology; online retailing; customer service; conversion rates; cluster analysis.
Creating a crisis: an examination of a modern crisis on Twitter
by Michael North
Abstract: When a Twitter user exposed a marketing mishap by ASOS, the fashion retailer apologised ten minutes later, but failed to address the problem. Over the next few days, 108 user replies were tweeted in response to the ASOS apology tweet. Most of the user replies generated no engagement, but one reply went viral thereby bringing more attention to the ASOS crisis. This study focuses on the 108 user replies to reveal how Twitter users perceived the crisis communication. Important findings include verified users, users with a high number of followers, and users who reply immediately after the crisis response generate the most engagement. Managerial implications are presented based on the results.
Keywords: Twitter; crisis communication; marketing; public relations; social media; situational crisis communication theory; social-mediated crisis communication model.
The effects of digital signage design features and interactivity on shoppers behaviour: the mediated effect of positive shopping mall ambiance
by Thérèse Roux, Sfiso Mahlangu, Mnelisi Xaba
Abstract: Innovative technologies can play a vital role as part of both physical and online retail atmospheric stimulus. Investigations on the impact of interactive digital signage features as modern technology on shoppers mall experience and behaviour remain limited. This study aims to establish whether digital signage design or interactivity has the largest effect to evoke a positive shopping mall ambiance and approach behaviour. To collect data a survey was administrated by fieldworkers with 229 shoppers at an upmarket shopping mall in South Africa with interactive digital signage. It was found that digital signage design features (?=0.25) are significantly associated with a positive shopping mall ambiance (?=0.33) and approach behaviours (?=0.51). Digital signage interactivity (?=0.20) is also significantly associated with a positive shopping mall ambiance (?=0.26) and approach behaviours (?=0.52). Digital signage design has the largest effect to invoke a positive shopping mall ambiance compared to interactivity. Shopping mall managers should ensure that professionals are involved when designing digital signage.
Keywords: electronic marketing; retail; out-of-home advertising; interactive; digital media; design; shopping mall; Africa; South-Africa.
Examining the influence of HEXACO personality traits on impulse buying tendency, perceived enjoyment, and impulse buying behaviour in the context of Instagram commerce
by Abhay Grover, Nilesh Arora, Pooja Sharma
Abstract: This study examines the relationships between HEXACO personality traits, impulse buying tendency, perceived enjoyment, and impulse buying behaviour in the Instagram commerce scenario. A conceptual framework is developed to hypothesise the relationship between HEXACO personality traits and different aspects of shopping behaviour. The questionnaire was thoroughly reviewed by an expert panel using a content validity index, followed by convergent and discriminant validity analysis using AMOS software. By using structural equation modelling, 852 relevant data points were analysed. This research contributes to the literature by creating and testing a new extended model of HEXACO personality and impulsive buying behaviour. The connection between impulsive buying behaviour and HEXACO personality traits (specifically emotionality, agreeableness, and openness to experience) is strengthened by the presence of an impulsive buying tendency. It is postulated that the mediating effect of impulsive buying tendency and perceived enjoyment amplifies the impact of HEXACO personality traits on impulse buying.
Keywords: Instagram commerce; HEXACO personality traits; impulse buying behaviour; IBB; perceived enjoyment; PE; impulse buying tendency; IBT.
Food-evoked emotions and purchase intention in mobile watched YouTube chocolate campaigns: an application of FaceReader online and self-measurement methods
by Foteini-Rafailia Panavou, Katerina Tzafilkou, Anastasios A. Economides
Abstract: This study proposes that food-evoked emotions can occur in the context of mobile watched YouTube chocolate campaigns and affect the viewers consumption decision. Through a mixed analysis on 34 participants, the study explores the main emotions that can be detected through FaceReader Online, and self-reported measurements. As the results indicate consumers tend to report the emotions that they perceived higher than others at certain points in time and not only in the final parts of the campaign. Also, positive emotions of happiness and surprise are positively associated with intention to buy or taste the product, while negative emotions of sadness and anger trace a negative association. The exploratory findings reveal that FaceReader and self-reported methods provide comparable results in terms of happiness. Overall, face tracking can serve as a complementary tool to self-reported measures by indicating mixed emotions and specific points where emotions are at high levels.
Keywords: consumer emotions; face tracking; food-elicited emotions; YouTube mobile campaigns; health-promotion messages; purchase intention.
The previous and future trend of social media marketing research: a bibliometric analysis
by Meenakshi Sharma, Rajeev Srivastava
Abstract: Marketers are tailoring their strategies to embrace the significant advantage of social media interaction. Considering the value of social media marketing in the corporate world and academic publication, it is necessary to understand the research trend of this field and to understand the future research directions in this field. The aim of this research is to examine the research landscape of the social media marketing field by using comprehensive bibliometric analysis. Total 768 documents taken from the reputed database namely Web of Science (WoS) published within the last 12 years. The study will help to know the trend of publication, the top articles contributed in terms of journals, scholars, citations, and impact factors. It will also help to identify the trending topics relevant to authors, affiliations, and countries that have made contributions to the field of social media marketing and help young scholars to identify the conceptual structure of the topic as presented along with the social network structure of a particular scientific community, build a scope of additional research in this field and assist the marketers and practitioners to make decisions and build effective social media marketing strategies for customer acquisition towards sustainable business in this new digital age.
Keywords: social media marketing; bibliometrix; bibliometric analysis; research trends; biblioshiny; science mapping; performance analysis.
Dried fruit demand analysis using the review tag function on the Chinese CBEC platform
by Danaitan Pongpatcharatorntep, Worawit Janchai, Veeraporn Siddoo
Abstract: Exporting countries for dried fruit have been severely impacted by the coronavirus outbreak. Many small- and medium-sized enterprises (SMEs) are trying to increase their sales through cross-border electronic commerce (CBEC), and understanding consumer preferences in this sector is critical. This study used the review tag function on the Chinese CBEC platform to identify the demand for dried fruit. Chinese consumers were selected for the case study investigation. Review tag results from 250 dried fruit products were collected from top sellers on the Chinese CBEC platform. A codebook was used to classify customer reviews, and the 4Cs were used as a classification framework. Results indicated that positive and negative tags were prevalent under the aspects of consumer and cost. The suggested approach and conclusions can help SME managers and marketers better understand the demands of Chinese consumers and use insights to enhance product quality and increase market share.
Keywords: text analysis; e-commerce; dried fruit industry; marketing theory; cross-border electronic commerce; CBEC.
Predictors of deep electronic word-of-mouth providing behaviour of Indian consumers
by Vaishnavi Balasubramanian, T. Frank Sunil Justus
Abstract: Electronic word-of-mouth (eWOM) plays a pivotal role in consumer decision-making and purchase behaviour. Given the limited research on actual eWOM providing behaviour in eWOM literature, this study aimed at exploring the factors influencing consumers to provide deep eWOM (reviews/comments) about their recently purchased mobile phone. A structured questionnaire administered to a sample of consumers in Chennai, India, yielded 243 valid responses. The results showed that 27.2% of the respondents provided deep eWOM about their mobile phones. The logistic regression analysis identified that a mix of eWOM perception (online opinion seeking, trust in eWOM, perceived review writing effort), consumption-based (extreme consumption experience, product involvement, brand resonance), personal (altruism), social (online social life) and demographic (gender) factors influenced the respondents deep eWOM providing behaviour. Overall, the study results are a value-addition to eWOM motivations literature, offering numerous theoretical and practical implications to encourage deep eWOM providing behaviour of consumers.
Keywords: deep eWOM; eWOM provision; eWOM platforms; mobile phone reviews.
Determinants of customer relationship building on digital healthcare networks: an extension of social media engagement theory from emerging market context
by Susmita Suggala, Bharati Pathak, Sujo Thomas
Abstract: With the digital technology revolution, businesses are increasingly utilising internet to influence consumers in the electronic marketplace and to interact with larger number of consumers as well as deliver higher value to online consumers. Healthcare service organisations have apprehensively explored the digital networks for broadcasting, interacting and engaging consumers for developing a lasting relationship. Building relationship with people through digital networks is evolving as an effective marketing strategy. This study intends to investigate the determinants in building relationships with customers on social and digital healthcare networks by examining the role of customer awareness, perceptions, preferences, user characteristics, behavioural intention and satisfaction. This study found that for building customer relationship building in digital healthcare services, behavioural intention is derived from preference to use, perception, user characteristics and satisfaction. This study offers significant contributions as to how relationship building in healthcare on social media networks could be undertaken by providing deep insights on the contributing factors. This study further uses social media engagement theory and provides meaningful insights on customer relationship building by unwrapping a new yardstick to engage customers on social media networks.
Keywords: customer relationship building; healthcare; relationship marketing; social media engagement; digital networks.
Cause-related marketing online trust and purchase intention: investigating the role of CSR, cause involvement, perceived value and the moderating role of donation magnitude
by Suraj Shah, Maurvi Vasavada, Mahendra Sharma
Abstract: Owing to the increase in public awareness and concentration on societal issues, cause-related marketing is adopted by a lot of Indian organisations. In this study, online trust and its impact on online purchase intention for cause-related marketing associated fast moving consumer goods products is investigated. Furthermore, this study also explores the moderating effect of donation magnitude on online trust and online purchase intention from cause-related marketing perspective. The findings of this study have indicated that corporate social responsibility, cause involvement and perceived value have positive effect on online trust. Additionally, the results of this study reveal that online trust has a significant impact on the online purchase intention. This unique study is going to be beneficial not only for fast moving consumer good managers but also help online marketers and retailers to design as well as implement effective cause-related marketing campaigns.
Keywords: cause-related marketing; CRM; cause involvement; corporate social responsibility; CSR; perceived value; donation magnitude; online trust; online purchase intention; FMCG.
The impact of touchpoints on customer engagement: the mediating role of relationship quality and brand attachment
by Surasak Suthongwan, Chanongkorn Kuntonbutr
Abstract: We examine the impact of traditional and digital touchpoints on customer engagement, with relationship quality and brand attachment as mediators. Data from 603 current automobile users in Thailand were collected using a survey and analysed using structural equation modelling. The fit indexes indicated that the data had an acceptable fit to the model. Only digital touchpoint was found to have a direct effect on customer engagement. Relationship quality was found to mediate the relationship between both traditional and digital touchpoints on customer engagement. Moreover, brand attachment mediated only the relationship between traditional touchpoints and customer engagement. Traditional and digital touchpoints seemed to have a differential effect on customer engagement. These findings provided marketing practitioners with some insight into how to craft a marketing strategy with better results.
Keywords: customer engagement; traditional touchpoint; digital touchpoint; relationship quality; brand attachment.
Antecedents and outcomes of omnichannel retail customer experience
by Hai Ninh Nguyen, Manh Dung Tran
Abstract: This research applies the concept of customer experience to omnichannel retail model and explores its antecedents and consequences. A conceptualised model was proposed to investigate the relationships among showrooming, webrooming, channel integration and omnichannel customer experience; relationships among the omnichannel customer experience and customer satisfaction, customer-brand engagement and word-of-mouth intention. 238 valid responses were obtained from surveys taken with customers of three biggest digital retailers in Vietnam which penetrating over 50% of the whole market share. Partial least square-structural equation modelling was employed to assess hypotheses. The results show that: 1) webrooming, showrooming and channel integration are the antecedents of the omnichannel customer experience; 2) omnichannel customer experience has three dominant outcomes as customer satisfaction, customer-brand engagement and word-of-mouth intention; 3) omnichannel customer experience plays the significant role in leading the customer satisfaction and webrooming has powerful role in enhancing customer experience.
Keywords: showrooming; webrooming; channel integration; customer experience; omnichannel; customer behavioural intention.
Mobile apps personalisation and shareability as drivers of students' choices
by Kleopatra Konstantoulaki, Kostas Kaimakis, Panagiotis Kaldis, Ioannis Rizomyliotis
Abstract: Nowadays, smartphones are regarded as an extension of individual selves, as they are used several times throughout the day. Lately, an increasing number of universities have adopted tailored smartphone applications to enhance students' engagement, performance and overall experience. Although early studies show that students accept this practice, they seem to shape their preferences and usage decisions based on the specific features that each application offers. The literature points towards some attributes that tend to influence mobile app users' decisions, such as personalisation and shareability. The current study aims to expand the findings of past research and explore the effect of application personalisation and shareability on higher education students' preferences. The results show that apps with personalisation and shareability features are preferred by students, who are also more eager to recommend the app to their peers and hold stronger in-app purchase intentions.
Keywords: mobile apps; shareability; personalisation; in-app purchases; higher education; student decisions.
Stimulators of impulse buying behaviour: an analysis of Pakistan's readymade garment buyers
by Nainan Nawaz, Hina Rehman, Sadaf Kashif
Abstract: The purpose of the current research is to explain the effect of in-store sales promotion (marketing stimuli), impulsive buying tendency, and shopping enjoyment tendency (traits) upon the impulsive buying behaviour of buyers (response) after feeling positive affective states and the urge to buy impulsively (affect). The deductive approach and survey strategy were used in the research. A total of 220 questionnaires were distributed, out of which only 205 were recollected and were used for the study. The structural equation modelling technique was used for data analysis. The findings showed that in-store sales promotion, shopping enjoyment tendency, and impulsive buying tendency impact buyer's impulse buying behaviour. Therefore, the retailers can consider paying more attention to in-store sales promotion along with other promotional activities. In-store sales promotion is not a new concept for the retailers and the buyers, so it will be easy for the buyers to get it.
Keywords: in-store sales promotions; shopping; positive affect; urge to buy; impulse buying behaviour; readymade garment; Pakistan retailing; textile; clothing; SEM.