Forthcoming and Online First Articles

International Journal of Electronic Marketing and Retailing

International Journal of Electronic Marketing and Retailing (IJEMR)

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International Journal of Electronic Marketing and Retailing (77 papers in press)

Regular Issues

  • Testing a structural model on consumers' fear of COVID-19, death anxiety, mental well-being and online shopping attitudes with a process macro   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10047204
  • Predicting consumers' intention to use OFD services during COVID-19 health emergency in USA and UK: an application of the S-O-R model   Order a copy of this article
    by Giada Mainolfi, Simona D’Amico 
    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.
    DOI: 10.1504/IJEMR.2022.10047494
  • An analysis of consumer perception towards supermarket and online shopping: a systematic review   Order a copy of this article
    by Shagun Jain, Tina Shivnani, Jampala Maheshchandra Babu 
    Abstract: The study’s 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.
    DOI: 10.1504/IJEMR.2022.10047756
  • Beauty in the eyes of the beholder: a meta-analytic review of the effect of design atmospherics on shopping outcomes   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10047757
  • Intelligent model to improve the efficacy of healthcare content marketing by auto-tagging and exploring the veracity of content using opinion mining   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10048222
  • Modelling the antecedents of online impulse buying in cross-cultural context   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10048223
  • Social media advertising and marketing performance of SMEs in Ghana: moderating roles of firm size and fear of missing out.   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10048229
  • Salespeople psychological antecedents of sales force automation adoption and use in the industrial healthcare setting   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10048324
  • Consumer perception regarding the ethics of online retailing: a review, synthesis, and future research directions   Order a copy of this article
    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 retailer’s 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.
    DOI: 10.1504/IJEMR.2022.10048403
  • The background colour of online retailing and cognitive and emotional responses of consumers: an experimental study   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10048709
  • Understanding loyalty towards Facebook and the mediating role of trust: an expectation confirmation theory perspective   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10048770
  • The influence of the web-based factors on women's online purchase decision of cosmetic products   Order a copy of this article
    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 women’s 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.
    DOI: 10.1504/IJEMR.2022.10048791
  • Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention: moderating role of perceived brand value   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10048850
  • I like, I don’t like, I don’t know: consumers’ attitude towards marketing content in social media from Gen Y glasses.   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10049143
  • Moderating effect of brand awareness levels on the relationship between eWOM, perceived quality, brand trust, and purchase intention   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10049144
  • E-payment or cash on delivery: do e-retailers' ethics, trust, and value matter?   Order a copy of this article
    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 retailer’s 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-retailer’s ethics; perceived e-shopping value; e-payment attitude; trust.
    DOI: 10.1504/IJEMR.2022.10049145
  • Who influences the influencer - a network analytical study of an influencer's peer-based importance   Order a copy of this article
    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 women’s fashion present on the social media platform Instagram has been used to empirically determine a model of an influencer’s 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 influencer’s importance across years.
    Keywords: social media; Instagram; influencer; eigenvector centrality; network; social network analysis; women's fashion; panel data; regression; artificial neural networks; fashion.
    DOI: 10.1504/IJEMR.2022.10049146
  • Return satisfaction with e-marketplaces: an investigation in Asia   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10049153
  • A study on the influence of social media marketing activities on customer satisfaction mediated by perceived value in the e-commerce industry   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10049248
  • Impact of privacy, technology readiness, and perceived crowding on adoption of telemedicine services   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10049895
  • The role of perceived security, perceived compatibility, and perceived user experience in intentions to use mobile payment services by Generation Z consumers   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10050091
  • Purchasing celebrity-endorsed brands as a way of self-presentation   Order a copy of this article
    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 celebrity’s status, reputation and congruence with the consumer’s ideal self to the brand’s status, reputation and congruence to the consumers’ ideal self. Thus, because of these brands’ attributes and relation to the consumer’s 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 celebrity’s status, reputation and congruence with the consumer’s ideal self can be transferred to the endorsed brands, and the brand’s status, reputation, and ideal self-congruity are positively related to the consumer’s PIs. The consumer’s need for self-presentation mediates the relationship between the brand’s 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.
    DOI: 10.1504/IJEMR.2022.10050092
  • The effect of social media marketing on consumers’ purchase intention of organic food: the role of perceived value, trust and social identity   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10050247
  • 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   Order a copy of this article
    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 Roger’s theory of diffusion of innovations (Rogers, 2003) with Allingham’s (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.
    DOI: 10.1504/IJEMR.2022.10050248
  • Customer brand engagement in emerging businesses: antecedents and consequences   Order a copy of this article
    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 Cronbach’s 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.
    DOI: 10.1504/IJEMR.2022.10050651
  • Validating the potential measures of e-brand trust and e-brand loyalty: an examination using SEM   Order a copy of this article
    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 Cronbach’s 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.
    DOI: 10.1504/IJEMR.2022.10050835
  • Role of internal brand equity and brand citizenship behaviour on customer’s satisfaction   Order a copy of this article
    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 employee’s 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 Cronbach’s 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.
    DOI: 10.1504/IJEMR.2022.10051432
  • Analysing the role of WOM and eWOM in exploring tourist destinations   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10051478
  • Differences in attitude and purchase intention for multisensory stimuli in online stores with decreasing product congruence in terms of superadditivity and cross-modal correspondence   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10052273
  • Nexus between artificial intelligence and marketing: a systematic review and bibliometric analysis   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10052398
  • Does brand association, brand attachment, and brand identification mediate the relationship between consumer’s willingness to pay premium prices and social media marketing efforts?   Order a copy of this article
    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 study’s findings, the smartphone brand’s 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.
    DOI: 10.1504/IJEMR.2022.10052399
  • CRM purchase intention toward private label brand and trust: investigating the role of manufacturer brand quality, firm motives and perceived risk   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10052617
  • Effects of seamless omnichannel experience on customer behavioural outcomes   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10052737
  • Students’ behavioural intention towards mobile technology for online shopping   Order a copy of this article
    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 user’s (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 student’s behavioural intention on technology adoption in shopping via a mobile device.
    Keywords: mobile commerce; behavioural intention; technology; online shopping.
    DOI: 10.1504/IJEMR.2023.10053416
  • Minimising display advertising avoidance on social media platforms - the role of exposure condition, personalisation, and personality traits   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10053500
  • The essence of marketing intelligence research highlights from 1962 to 2021   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10053610
  • Examining the presence of customer service-based strategic clusters in online retailing and the impact of service features on conversion rates   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10053679
  • Creating a crisis: an examination of a modern crisis on Twitter   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10053884
  • The effects of digital signage design features and interactivity on shoppers behaviour: the mediated effect of positive shopping mall ambiance   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10054085
  • Examining the influence of HEXACO personality traits on impulse buying tendency, perceived enjoyment, and impulse buying behaviour in the context of Instagram commerce   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10054386
  • Food-evoked emotions and purchase intention in mobile watched YouTube chocolate campaigns: an application of FaceReader online and self-measurement methods   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10054639
  • The previous and future trend of social media marketing research: a bibliometric analysis   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10054745
  • Dried fruit demand analysis using the review tag function on the Chinese CBEC platform   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10054784
  • Predictors of deep electronic word-of-mouth providing behaviour of Indian consumers   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2023.10055114
  • Explaining the linkage of dark sides of relationship marketing variables: an empirical investigation on selected Indian entrepreneurs   Order a copy of this article
    by Deepika, Shashank Vikram Pratap Singh, Mohinder Paul, Amarjeet, Abhimanyu Bhardwaj 
    Abstract: The current paper provides an empirical analysis of relationship marketing variables as well as the identified negative aspects of relationship marketing. The authors argue that if a partner has the opportunity to engage in opportunism, a negative side of the relationship emerges that outweighs the positive impact of the relationship marketing strategy and most favourable factors such as trust, gradually converting into identified dark side variables. A semi-structured questionnaire was circulated among business persons. CFA was performed on the usable data and after establishing the measurement model, Data imputation technique was used. Afterwards, moderation analysis was performed using process tool by Professor Hayes. The findings suggest the moderating impact of opportunism between trust; commitment and dark side factors. This implies that when parties tend to behave opportunistic, the favourable factors tend to turn into the dark side factor; thereby weakens the long-term relationship.
    Keywords: relationship marketing; dark side constructs; trust; commitment; opportunism.
    DOI: 10.1504/IJEMR.2023.10055236
  • An analysis of the effect of COVID-19 on the usage of entertainment mobile applications   Order a copy of this article
    by Jongdae Kim, Yun Kyung Oh, Jisu Yi 
    Abstract: This study examines the effect of COVID-19 on consumer behaviour in the mobile-based entertainment industry. In particular, we demonstrate those consumers' COVID-19-induced psychological factors, such as fear of contagion and social deprivation, significantly affect entertainment-purposed consumer behaviour. We perform the fixed effects regression utilising mobile app-level usage data and COVID-19-related data. The results revealed that in the entertainment category, offline-to-online apps usage decreased, while online-only apps increased as the pandemic worsened. Furthermore, the usage of social functioning apps increased because consumers pursued social presence during the pandemic. This study is among the first to examine the COVID-19-induced effect on consumer behaviour in the entertainment industry and one of the few to analyse mobile app usage during the pandemic. This study also contributes to the literature on offline-to-online consumption transition, showing that COVID-19 can accelerate the transition trend. Moreover, it can provide valuable insights to marketers, particularly those at the forefront of the pandemic.
    Keywords: COVID-19; pandemic; e-marketing; mobile application; mobile marketing; entertainment industry; social deprivation; social presence.
    DOI: 10.1504/IJEMR.2023.10055266
  • Exploring determinants of brand loyalty: considering marketing mix and brand equity in FMCGs   Order a copy of this article
    by Kashif Farhat, Wajeeha Aslam, Syeda Nazneen Waseem, Wardah Irfan 
    Abstract: This study aims to identify the impact of online advertising efforts and physical distribution intensity on perceived quality and brand awareness, and their impact on brand loyalty. In a total of 313 useful responses, collected from the shampoo consumers, structural equation modelling (SEM) was employed. The results revealed that online advertisement efforts and physical distribution intensity positively affect brand awareness and perceived quality. The results also exhibited that brand awareness and perceived quality significantly affect brand loyalty. The findings also revealed that, in the case of males, both online advertising efforts and physical distribution intensity have a substantial impact on brand awareness whereas physical distribution intensity is only predicting perceived quality. However, in the case of females, online advertising efforts have a significant impact only on perceived quality, and physical distribution intensity significantly affects brand awareness and perceived brand quality. The study offers various managerial and theoretical implications.
    Keywords: brand loyalty; physical distribution intensity; online advertising attitude; brand awareness.
    DOI: 10.1504/IJEMR.2023.10055507
  • Motivations and consequences of psychological ownership in rental commerce: evidence from the Gen Z consumers   Order a copy of this article
    by Mark Ratilla, Sandeep Kumar Dey, Michael Adu Kwarteng, Miloslava Chovancova 
    Abstract: Grounded on the psychological ownership (PO) theory and generational cohort theory, the study examines the motivations shaping the PO of rental commerce offerings among Generation Z consumers. Distinct from prior studies, the work also examines PO’s behavioural consequences particularly on perceived misbehaviour intentions and sustainable consumption behaviour. An online scenario-based survey was deployed for data collection, involving 256 Gen Z consumers in the Philippines. Partial least squares structural equation modelling (PLS-SEM) technique was used for data analysis. The findings suggest that self-identity and the sense of belonging positively and significantly affect PO of rental commerce offerings. Meanwhile, PO positively and significantly affects perceived misbehaviour intentions and sustainable consumption behaviour. The study argues that there is a need to reinforce PO formation to curtail misbehaviour tendencies, instil a sense of responsibility to protect and care for leased products, and nurture sustainable consumption behaviour.
    Keywords: consumer misbehaviour; psychological ownership; PO; rental commerce; sharing economy; sustainable consumption.

  • The impact of social media marketing activities constructs on brand equity constructs in a developing economy market   Order a copy of this article
    by Amel Pintol, Nereida Hadziahmetovic 
    Abstract: Social media are today’s essential marketing tools. This study investigates the relationship between the constructs of social media marketing activities (SMMA): entertainment, interaction, and trendiness with constructs of brand equity: brand awareness, and brand image. The quantitative method was used to investigate bottled water brands in Bosnia and Herzegovina, on a sample of 344 respondents, who are also users of social media and consumers of bottled water. Moreover, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) was executed to assess the reliability of the scales, while structural equation modelling (SEM) was used to evaluate the projected research hypotheses. The results reveal a significant positive influence of trendiness on brand awareness and brand image, while a significant negative influence of interaction on brand awareness and brand image. The study helps deepen the literature in the field of social media and brand equity and helps companies justify financing in social media marketing. Research in other countries, cultures, and industries may yield different results.
    Keywords: social media marketing activities; SMMA; brand equity; a developing market; structural equation modelling; structural equation modelling; SEM.
    DOI: 10.1504/IJEMR.2023.10055700
  • The role of situational factors and purchase intention in actual purchase behaviour for organic food in Vietnam   Order a copy of this article
    by Tran Thi Ngoc Mai, Nguyen Thi Phuong Chi 
    Abstract: The purpose of this paper is to examine the intention-behaviour relationship and the effects of situational factors on consumers’ purchase behaviour toward organic food in Vietnam. Data from 202 respondents was collected using online and paper-based questionnaires. Based on the analysis of SEM-PLS, the results showed that visual merchandising and perceived behavioural control significantly enhance the purchase intention of consumers, which consequently has a positive influence on their actual purchase behaviour. Additionally, premium prices of organic food and limited availability are two situational factors that deter the actual purchase. The study has demonstrated the theoretical validity and the empirical applicability of the TPB model to the context of organic food consumption in a developing country. The findings have several important implications for organic food producers and policymakers to increase the popularity and consumption of organic food in Vietnam.
    Keywords: organic food; purchase behaviour; purchase intention; situational factors; Vietnam.
    DOI: 10.1504/IJEMR.2023.10055830
  • Does social media marketing and customer engagement push customers towards purchase in online fashion industry in India? A moderated-mediated analysis   Order a copy of this article
    by Falaq Mubashir Sahaf, Mushtaq Ahmed Siddiqui 
    Abstract: Social media marketing (SSM) is a new-age concept, and studies have proven its impact on the behaviour of consumers. However, rarely has the moderating impact of prior experience been highlighted. The current study is based on a mediation-moderation model in which customer engagement and prior customer experience, respectively, act as mediators and moderators in the relationship between SSM and customer purchase intention in the Indian e-commerce sector. The customers of digital sellers served as the population of the study. Convenience sampling and snowball sampling techniques were combined to collect the data. Primary data was collected through questionnaires. For analysing the structural model, PLS-SEM was used. Our study draws on the belief updating theory and highlights the crucial fact that although there is an impact of SSM in engaging customers and influencing their purchase intention, as validated by the current study, this impact gets moderated by the customers prior experiences.
    Keywords: social media marketing; SSM; purchase intention; customer engagement; digital marketing; India.
    DOI: 10.1504/IJEMR.2023.10056060
  • Insights from bibliometric analysis on customer engagement in the banking industry   Order a copy of this article
    by Rohit Bansal, Nishita Pruthi 
    Abstract: In this research, bibliometric analysis is done to review the literature related to customer engagement in the banking industry. Using performance analysis, performance of authors, countries and sources are assessed and under science mapping, bibliographic coupling and keyword co-occurrence analysis etc. techniques are used. This study is based on 133 research articles related to the time period of 2013-2022 extracted from the Scopus database. Findings revealed that Estrada-Guillen, M. is the most contributing authors, India is the most contributing country, International Journal of Bank Marketing is the most contributing journal. Five major themes that are identified through clustering are social media and customer engagement, mobile/digital banking and customer engagement, CSR and customer engagement, customer trust and customer engagement, and customer engagement and customer loyalty. It is also identified in this research that future research may revolve around open banking, culture-oriented banking, and smart and automated customer engagement.
    Keywords: customer engagement; banking; mobile banking; customer experience; CSR; social media; bibliometric analysis.
    DOI: 10.1504/IJEMR.2023.10058634
  • Springs of digital disruption: mediation of blockchain technology adoption in retail supply chain management   Order a copy of this article
    by Rohit Kumar Verma, Rajeev Kumar 
    Abstract: Supply chain management practices are vital for success and survival in today’s competitive Indian retail market. The advent of COVID-19 pandemic necessitates a digital disruption in retail supply chain management centred on efficient technology like blockchain in order to enhance supply chain performance. The present research aims to decipher the nature of associations between supply chain management practices, blockchain technology adoption and supply chain performance in retail firms. The research is based on primary survey of specific food and grocery retailers operating on a supermarket format stores in two Indian cities. The findings pointed towards the presence of significant and positive association of all the constructs with each other. Moreover, the mediating role of blockchain technology adoption was also revealed, i.e., it partially mediates the effects of supply chain management practices on supply chain performance.
    Keywords: digital disruption; blockchain technology adoption; BTA; retail; supply chain management practices; supply chain performance; SCP.
    DOI: 10.1504/IJEMR.2023.10056544
  • The role of relationship quality mediation in traditional retail shop loyalty in the digital transformation era   Order a copy of this article
    by Mujianto Mujianto, Muhammad Ramaditya, Hartoyo Hartoyo, Rita Nurmalina, Eva Z. Yusuf 
    Abstract: Traditional retail shop businesses in the new digital transformation era need long-term relationships with suppliers so that retail shops become loyal to suppliers. This study aim to analyse the factors of trust, commitment, and satisfaction in the relationship between retail shops and suppliers using structural equation modelling and also knowing the mediating role of trust, commitment, and satisfaction in B2B supplier relationships with traditional retail stalls with the Sobel test. There are 500 retail shop business owners participating as respondents. The study’s found that the mediating role of trust, commitment, and satisfaction is enormous in the loyalty of traditional retail shops. In addition, the results of this study are unique because the relationship between suppliers and retail shops is a special B2B relationship. After all, satisfaction is a determining variable in the loyalty of retail shops to suppliers, while in other B2B relationships, trust and commitment factors determine loyalty.
    Keywords: trust; commitment; satisfaction; loyalty; FMCG retail industry; structural equation modelling; SEM.
    DOI: 10.1504/IJEMR.2023.10056661
  • Consumers perception and ranking of the significant factors for selecting an over-the-top video streaming platform   Order a copy of this article
    by Vijay Kumar Sharma, Manish Kumar Dwivedi 
    Abstract: The study aims to explore, rank, and create composite relational factors that impact the consumers decision to subscribe to an OTT platform and enable the OTT players to add new customers and retain existing customers in a stiffly competitive market. Exploratory factor analysis was conducted to explore the factors identified for making the constructs and test the validity and reliability through confirmatory factor analysis. Structural equation modelling was employed for testing the relationships between the variables. The outcome of the study showed that willingness to continue is the most influential factor that comprises affordability of content, high engagement, and good marketing strategy whereas the OTT involvement factor comprises emotional attachments, recommendation system, value for money, and free contents were considered as a less important factor by the consumers. The study would help the marketer to understand consumers preferences by identifying various factors that influence them to make marketing decisions.
    Keywords: over-the-top; OTT; OTT services; Indian OTT market; consumer behaviours; video streaming.
    DOI: 10.1504/IJEMR.2023.10056956
  • Customer engagement in phygital retailing: Study of antecedents and outcomes within the activity theory   Order a copy of this article
    by Fatma Choura, Oussama Jemai 
    Abstract: This research aims to study customer engagement in the context of phygital stores within the theoretical framework of activity theory. Phygital retailing is a form of hybrid retail combining connected and physical stores. Phygital stores are physical but totally connected and automated spaces. The objective is to test the impact of perceived ease of use, perceived usefulness, need for interaction and social support on consumer engagement and the impacts that consumer engagement can have on attitude toward using new technology and its reuse intention. A quantitative survey was conducted among 230 customers of banking phygital agencies using face to face questionnaires in a real context of service purchasing. The results confirm the positive influence of perceived ease of use, perceived usefulness and need for interaction on consumer engagement. The social support is not supported as a significant antecedent of consumer engagement. Concerning the outputs, consumer engagement influences significantly attitude and reuse intention. This research advances the literature on retailing by studying the cognitive and behavioural dimensions of engagement with reference to the activity theory.
    Keywords: phygital retail; customer engagement; activity theory; perceived ease of use; perceived usefulness; social interaction; attitude; reuse intention.
    DOI: 10.1504/IJEMR.2023.10057088
  • Online buying behaviour during and post-COVID-19: evidence from an emerging market   Order a copy of this article
    by Abdelhamid Bennani Bouchiba, Hanae Qabil, Harit Satt 
    Abstract: This study aims to forecast the consumers’ future online shopping intentions after the COVID-19 pandemic through consumers’ insights and behaviours with their online shopping experience. Therefore, the study attempts to examine the mediating role of e-customer satisfaction on expected e-service quality and perceived e-service quality that was conducted in the B2C context within the booming e-commerce industry in Morocco. This study employed a conceptual framework that combines factors from the American Customer Satisfaction Index and factors from the planned behaviour theory to evaluate customer satisfaction in the e-context as a mediator in several relationships. The study used 411 respondents to evaluate the suggested model using SmartPLS. The empirical results provide evidence on the significant impact of e-customer satisfaction on attitude towards online shopping, while it also has a mediating effect on its antecedents; expected e-service quality and perceived service quality. The prevailed framework confirms that all relationships between the constructs; expected e-service quality, perceived e-service quality, attitude toward online and e-customer satisfaction are highly significant. Moreover, attitude toward online has a significant positive impact on consumers switching intentions.
    Keywords: consumer behaviour; online shopping; service quality; customer satisfaction; SmartPLS; COVID-19.
    DOI: 10.1504/IJEMR.2023.10057387
  • Influential celebrities through brand co-creation by music video: how does it change perceived brand quality and impact on purchase intention?   Order a copy of this article
    by Zoe Nguyen, Tien Minh Dinh 
    Abstract: The objective of the study is to understand the effects, assess the influence of celebrities on brand engagement; user reviews of a MV co-created with the brand. Since then, have they changed anything in their overall brand quality perception and purchase intention? Is there any difference in outcome between the two generations Y and Z? The paper is conducted with qualitative and quantitative research methods, respectively. The most outstanding results are shown by evaluating the structural equation model (SEM). Research results show that all scales have reliability and convergence; all hypotheses are accepted, have positive effects in the same direction with path coefficients all above average. Research concepts are distinctive. The model does not have multi-collinearity. Mean values of five variables representing five research concepts are in the range (34) of the five-point Likert scale. In addition, there is a difference between the two generations with two variables attractive celeb. influencer and customer brand engagement. Regarding management implications, the research results help marketers and brand managers have a clearer view and have a more scientific. From there, it is possible to adjust and perfect the strategy and plan to build and develop the brand in the future.
    Keywords: attractive celeb. influencer; ACI; co-creation; customer brand engagement; CBE; multi-sensory marketing; perceived brand quality; PBQ; purchase intention.
    DOI: 10.1504/IJEMR.2023.10057388
  • The role of brand attitude and source credibility in the relationships between eWOM communication and brand preference: a moderated mediation analysis   Order a copy of this article
    by Meziyet Uyanik 
    Abstract: This study examines the relationship between eWOM communication and brand preference in social networking sites in the context of the mediating role of brand attitude and the moderating role of perceived credibility towards the eWOM message source. Determining the role of moderating and mediating variables in investigating the potential effect of social media communication, which has become an essential part of individual and mass communication, on consumer behaviour is vital in understanding the conditions under which eWOM messages have an effect. The data collected from 405 participants through a questionnaire were analysed using the SPSS PROCESS macro based on the bootstrap method. The results reveal a positive relationship between eWOM messages and brand attitude; this relationship was stronger when perceived source trustworthiness was higher. The study concluded that the indirect effect of eWOM messages on brand preference systematically changes based on the source trustworthiness perceived by the person. Moreover, eWOM messages do not affect brand preference among users with equal brand attitudes. Thus, the study contributes to a more detailed understanding of the effects of social eWOM messages on consumer attitudes and behaviours. The findings’ theoretical and managerial implications are discussed in the last section.
    Keywords: brand preference; brand attitude; source credibility; eWOM; social eWOM; social networking sites; SNSs.
    DOI: 10.1504/IJEMR.2023.10057389
  • A positive self-congruence theoretic view of shopping mall consumers perceived risk in mobile commerce intentions   Order a copy of this article
    by Kathryn De Luca, Sigi Goode, Dennis Hart 
    Abstract: Shopping malls and mobile commerce both give consumers access to a large range of retailers. However, recent disruption, including COVID, has seen a rise in mobile commerce use for online shopping. This study examines how shopping mall consumers perceive m-commerce. Most prior explanations of m-commerce risk and attitude have adopted a usefulness approach. Despite the highly personal nature of smartphones and mobile devices, the role of the consumers sense of self has not been tested. The paper tests a model of m-commerce use intention based on usefulness, risk and self-congruence theory. The study uses a face-to-face intercept survey 127 shopping mall consumers to understand mall consumers perceptions. The results show that self-congruence can have a stronger effect than usefulness factors, affecting both perceived risk (= 0.20, p < 0.001) and attitude (= 0.33, p < 0.05), and indirectly affects intention to use m-commerce (= 0.16, p < 0.001). Perceived self-congruence is a useful addition to attitudinal models in consumer research, because our results show that self-congruence has a dominant effect on m-commerce risk attitudes.
    Keywords: shopping mall consumers; mobile commerce; risk; intention; self-congruence.
    DOI: 10.1504/IJEMR.2023.10057404
  • An empirical study on consumers intentions to use and WOM communication intentions for product deliveries by drone   Order a copy of this article
    by Zübeyir Çelik, İbrahim Aydın, Kaan Yiğenoğlu, Ayhan Cesur 
    Abstract: This study aims to explain consumer attitudes and intentions towards product delivery by drone. In the study, a model successfully tested in order to understand consumers attitudes towards drone delivery, usage intention and word of mouth communication. Perceived trust, functionality, hedonism, perceived risk and perceived innovativeness variables were also used in the model. In the study, the effects of some variables on each other were studied for the first time. An online survey was used to gather information from 385 Turkiye residents. While collecting data, list-based survey and sampling method were used. The results show that hedonism has a positive effect on attitude. Additionally, it has been seen that functionality has a positive effect on attitude and perceived trust. It has been understood that perceived trust also has a positive effect on attitude. Attitude has also been found to have a positive effect on the intention to use and WOM.
    Keywords: attitude; intention to use; perceived risk; product delivery by drone; Türkiye; WOM.
    DOI: 10.1504/IJEMR.2023.10057503
  • Exploring the consumer preference for bank: a conjoint analysis approach   Order a copy of this article
    by Kushagra Kulshreshtha, Gunjan Sharma 
    Abstract: Much ink has been used to study bank selection criteria from the last couple of decades. However, it was observed that the previous research works were mostly based on the students’ samples using exploratory factor analysis (EFA), mean ranking, or descriptive analysis. Moreover, in the context of the bank, signalling theory and the issue of social desirability bias (SDB) were certainly not addressed. Thus, the purpose of this research was to explore the bank selection criteria of wealthy single urbanites (WSU) by proposing the technique i.e. conjoint analysis useful for avoiding SDB using signalling theory. With the sample of WSUs (n = 419), the study demonstrates that WSUs are more sensitive towards the attitude of employees and banks socially responsible actions, followed by the appearance of frontline employees, less crowded counters, availability of parking space, and opinion of friends in choosing any bank.
    Keywords: consumer preference; conjoint analysis; banks; customers; marketers; wealthy single urbanites; WSU; desirability bias; SDB.
    DOI: 10.1504/IJEMR.2023.10057912
  • Gamification for e-retailing: findings and future insights   Order a copy of this article
    by Vytautas Dikcius, Karina Adomaviciute-Sakalauske, Sigita Kirse, Ignas Zimaitis 
    Abstract: Existing research on gamification and its impact on consumer engagement are diverse and fragmented. Most studies relate to education. A deeper analysis of gamification and its relation to e-retailing is required. This study aimed to explore the current state of research on gamification and its influence on customer behaviour in e-retail. The study comprised a systematic analysis of 6,587 articles published during 2000-2020 collected from 10 core databases using the PRISMA methodology. A total of 53 articles were selected for the final analysis. The results demonstrated high diversity in the measurements of gamification and the possibility to classify studies based on the abstraction level of gamification. There was a high number of different gamification elements that impact consumer behaviour in e-retail. Different theoretical backgrounds were used to explain the phenomenon of gamification. Lastly, the study revealed that gamification has a positive impact on various consumer behaviour outcomes.
    Keywords: gamification; typology; e-retailing; behavioural intention; systematic analysis; leader boards; points; badges; virtual gifts; game elements.
    DOI: 10.1504/IJEMR.2023.10058253
  • Personalisation and the purchase intention of consumer in omnichannel retailing: the mediating role of hedonic motivation and brand attachment   Order a copy of this article
    by Rachit Shrivastava, Sujit Kumar Dubey 
    Abstract: Personalisation is readily approaching the marketing domain through the fast-paced advancement of Big data analytics, the internet of things (IoT), artificial intelligence (AI), and machine learning (ML). The growing body of literature on the subject has examined the context of personalisation in online or offline retailing. Therefore, the present research work pressed the need to study it on both online and offline retailing channels, i.e., an omnichannel form of retailing. The study’s objective is to check the impact of personalisation on the customer’s purchase intention in the omnichannel retail setting. Moreover, the study inscribes hedonic motivation and brand attachment as the mediating constructs in the proposed conceptual model. The study conducted an empirical analysis with 409 customers in a major metropolitan city in India and used PLS.SEM technique to analyse the data. The finding of the study concluded with the positive impact of personalisation on the customer’s purchase intention. The present study proposed the future scope of the subject by suggesting the need to study personalisation on the specific touchpoints of omnichannel retailing in different geographical locations.
    Keywords: personalisation; omnichannel retailing; consumer buying behaviour; integrated marketing communication; IMCs; personalised marketing; customer relationship management; CRM; smart retailing; recommender system; brand attachment; hedonic motivation.
    DOI: 10.1504/IJEMR.2023.10058254
  • Identifying and analytical evaluation of indicators of supply market intelligence of perishable products in online retailing   Order a copy of this article
    by Mana Shakerin, Mohammad Reza Taghva, Zohreh Dehdashti Shahrokh, Iman Raeesi Vanani 
    Abstract: Today, information is strategically important at all levels in businesses. For those operating in the field of selling perishable items online, effective access to the latest/newest ideas, standards, etc. is seen as even more crucial; however, perishables have limited shelf life and therefore are susceptible to being lost or wasted due to weak and inadequate analysis of data related to supply chain, customers, competitors, and other main influential factors. The current paper aimed to identify supply market intelligence indictors for perishable items. To this end, using Sandelowski and Barroso’s (2006) meta-synthesis method, 31 research studies were thoroughly reviewed and key indicators were extracted. Next, semi-structured interviews were conducted by local experts as to identify additional indicators. Purposive (judgemental) sampling was carried out based on expertise and experiential knowledge of individuals involved in e-commerce and perishables supply chain. A total of 90 indicators were developed in respect of supply chain, competitive intelligence, market intelligence, business intelligence and social business intelligence (social BI). As the findings indicated, the proper monitoring of indicators help managers to gain better insights into their businesses and achieve competitive advantages through improving supply chain efficiency and generating better customer understanding.
    Keywords: supply chain; market intelligence; market information; perishable products; online retailing.
    DOI: 10.1504/IJEMR.2023.10058757
  • AI and human interaction in e-commerce platforms: analysing the consequential effects through empirical investigation   Order a copy of this article
    by Sunanjita Mahajan, Vinay Chauhan 
    Abstract: The rising ubiquity of AI-enabled chatbots in the e-commerce sector, as a substitute for human agents, necessitates investigating how their interactions with customers influence various customer outcomes. Rather than focusing solely on chatbot interactions, which prior research has substantially addressed, this paper empirically investigates if the impact of AI-enabled interaction and human interaction varies across behavioural outcomes. For the study objective, data is collected through an online survey and is subjected to structured equation modelling. The results reported that where human interaction significantly leads to engagement and advocacy, AI-enabled interaction surprisingly could only influence customer engagement and not advocacy behaviour. Moreover, the moderation analysis found that the complexity of the task presented to the service provider, AI-chatbot/human agent, significantly impacts the AI - enabled interaction and engagement relationship, but does not deter the ability of human agents to induce engagement. These results offer useful implications for e-retailers in integrating AI- backed technologies.
    Keywords: E-commerce; AI-interaction; human interaction; customer engagement; customer advocacy; task complexity.
    DOI: 10.1504/IJEMR.2023.10058758
  • Role of online satisfying experience in luxury repurchase intention: a moderated-mediation approach   Order a copy of this article
    by Sheetal Jain 
    Abstract: Lately, online has become a key channel for luxury sales, and millennials are the main contributors to luxury sales growth on internet. Since, this generation is less brand loyal, it is a key challenge for marketers to retain them. In past, hardly any work has been performed to understand the factors affecting online luxury repurchase intention (OLRI), mainly in context of emerging societies. The main objective of this research is to understand the role of online satisfying experience (OSE) in the association between perceived values, brand trust and OLRI based on social exchange theory. A sample size of 233 was collected online from millennial luxury consumers in India using survey method. The findings showed that OSE is significantly related to brand trust and OLRI. Also, OSE was found to mediate the association between perceived values, brand trust and OLRI.
    Keywords: brand reputation; brand satisfaction; brand trust; India; online luxury repurchase intention; OLRI; social exchange theory; SET.
    DOI: 10.1504/IJEMR.2023.10058759
  • Mobile payment system usage behaviour in an emerging economy   Order a copy of this article
    by Zaki Ferdaous, S.M. Shariful Haque, Md Chhali Uddin, Md. Mahedi Hasan 
    Abstract: This study aims to explore the key determinants of consumers’ usage behaviour (UB) of mobile payment systems with the extension of the UTAUT2 model with two additional constructs of perceived trust and perceived security. Data from a sample of 400 respondents were analysed with structural equation modelling (SEM) using SMART PLS 3 software. It was revealed that effort expectancy, perceived security, performance expectancy, facilitating conditions, perceived trust, social influence, and habit have a significant positive effect on behavioural intention (BI) and indirectly affect the M-payment UB via the mediation effect of BI. The findings may provide valuable insights to the practitioners to develop effective marketing strategies for high customer attraction and retention. This study has made a unique theoretical contribution providing additional insights on the mediating role of consumers’ BI in relation to the seven predictor variables and M-payment UB in an emerging economy setting, expanding the understanding beyond prior UTAUT2-based studies that overlooked the indirect effect of related exogenous constructs on M-payment UB.
    Keywords: Bangladesh; behaviour intention; mobile payment; usage behaviour; UTAUT2; structural equation modelling; SEM.
    DOI: 10.1504/IJEMR.2023.10058830
  • What we know and do not know about video games as marketers: a review and synthesis of the literature   Order a copy of this article
    by Ayhan Akpınar, Muhammet Ali Tiltay 
    Abstract: The video game industry (VGI) has evolved considerably, transitioning from a niche market to a substantial sector. The VGI’s magnitude and the societal implications tied to video game consumption have naturally piqued the interest of scholars in marketing and consumer behaviour. This research serves a dual purpose: firstly, it consolidates existing VG literature by evaluating articles, concepts, and methodologies, systematically tracing their evolution; secondly, it outlines potential directions and implications for forthcoming research. Within this literature, a predominant focus lies on articles investigating purchase decisions concerning VGs, followed by those exploring the integration of video game consumption into broader social contexts. Notably, a limited number of articles delve into player-game interactions and experiences within gaming worlds. This imbalance can be attributed to the fact that such inquiries are often suited to psychology and multidisciplinary journals, while the marketing discipline has predominantly addressed the VGI from a marketing management standpoint.
    Keywords: video games; literature review; video game industry; VGI; entertainment; computer games.

  • Exploring the relationship between store image attributes, satisfaction, behavioural intention, and marital status of grocery consumers: a moderated mediation analysis   Order a copy of this article
    by P. Parmod, Usha Arora, Farhat Akhtar, Prerna Tuteja, Abhishek Punia, Parveen Kumar 
    Abstract: This paper tests the causal relationships between store image attributes (SIA) and behavioural intentions (BI) in the Indian grocery context, with satisfaction (SAT) acting as a mediator. Further, it seeks to establish if the marital status of shoppers influences the relationships between SIA, BI, and SAT. For this purpose, data were collected through a standard questionnaire administered to 738 urban grocery shoppers, which was analysed using confirmatory factor analysis to validate the reliability and validity of the constructs. The findings highlight that satisfaction mediates the relationship between SIA and BI. The study enriches one’s insights into the interrelationships between SIA, SAT, and BI in India’s dynamic grocery market, which would help formulate targeted retailing and promotional strategies. The novelty of this study is the identification of marital status as a moderator in the relationship between SIA and BI, and SAT and BI, which contributes to the existing pertinent literature.
    Keywords: store image attributes; SIA; satisfaction; behavioural intention; BI; marital status; moderated mediation analysis; grocery retail store; confirmatory factor analysis.
    DOI: 10.1504/IJEMR.2023.10059195
  • Review helpfulness in online settings: an analysis of informational and emotional content   Order a copy of this article
    by Betul Durkaya Kurtcan, Sebnem Burnaz 
    Abstract: Online reviews are increasingly becoming a helpful resource for customers in their purchase decisions. Their helpfulness appears to be an important asset to evaluate the effectiveness of online reviews. Based on elaboration likelihood model (ELM), this study focuses on the factors in online consumer reviews that can influence review helpfulness and how the impact generated by these factors varies according to product type. Several analytical processes are applied to gather information on review content, such as feature extraction, sentiment analysis, and emotion analysis. An analysis of 1,673 reviews from shows that rating, length, image count, polarity, anger, fear, joy, and trust in reviews affect review helpfulness positively while subjectivity, informativeness, anticipation, sadness, and surprise in reviews have negative influence on review helpfulness. Product type is found to moderate the impact of review length, image count, review subjectivity, review informativeness, and emotions such as sadness, disgust, and joy on review helpfulness.
    Keywords: online consumer reviews; review helpfulness; information extraction; sentiment analysis; emotion analysis.
    DOI: 10.1504/IJEMR.2023.10059303
  • Developing brand relationships through social media communication: a cross-cultural comparison   Order a copy of this article
    by Marsela Thanasi-Boçe, Omar Ali, Ayse Begum Ersoy 
    Abstract: Enhancing brand relationships through communication have been the focus of business strategies especially when supported by technology. 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 study's theoretical framework was based on the Hofstede's 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; Hofstede's cultural dimensions theory; cross-cultural comparison.
    DOI: 10.1504/IJEMR.2022.10044788
  • Information processing from electronic word of mouth: an integrative framework   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10046692
  • E-commerce expansion in the Japanese apparel market   Order a copy of this article
    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 investigate 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; firm's performance; regression analysis.
    DOI: 10.1504/IJEMR.2022.10046693
  • Brand equity: a systematic literature review   Order a copy of this article
    by Maryam Alefpour Tarakameh, Sepideh Nasiri, Manouchehr Ansari, Maryam Goudarzi, Nazanin Jafarbekloo 
    Abstract: In today's competitive landscape, proactive companies are trying to achieve competitive edge and build a strong customer equity. Hence, focusing on brand equity (BE) 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 BE. 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.
    DOI: 10.1504/IJEMR.2022.10046689
  • A model of factors influencing customers' intention to use e-wallets during COVID-19 in Vietnam   Order a copy of this article
    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 to buy/sell without having to meet each other directly. Along with the growth of e-commerce, electronic payment has become explosive, and as if it was created to solve this, e-wallet has come to prominence. 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.
    DOI: 10.1504/IJEMR.2022.10046690
  • A review of determinants of marketing analytics adoption by business enterprises   Order a copy of this article
    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.
    DOI: 10.1504/IJEMR.2022.10046691