Forthcoming and Online First Articles

International Journal of Electronic Marketing and Retailing

International Journal of Electronic Marketing and Retailing (IJEMR)

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 Articles will not be published until the final proofs are validated by their authors.

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International Journal of Electronic Marketing and Retailing (47 papers in press)

Regular Issues

  • The impact of touchpoints on customer engagement: the mediating role of relationship quality and brand attachment   Order a copy of this article
    by Surasak Suthongwan, Chanongkorn Kuntonbutr 
    Abstract: We examine the impact of traditional and digital touchpoints on customer engagement, with relationship quality and brand attachment as mediators. Data from 603 current automobile users in Thailand were collected using a survey and analysed using structural equation modelling. The fit indexes indicated that the data had an acceptable fit to the model. Only digital touchpoint was found to have a direct effect on customer engagement. Relationship quality was found to mediate the relationship between both traditional and digital touchpoints on customer engagement. Moreover, brand attachment mediated only the relationship between traditional touchpoints and customer engagement. Traditional and digital touchpoints seemed to have a differential effect on customer engagement. These findings provided marketing practitioners with some insight into how to craft a marketing strategy with better results.
    Keywords: customer engagement; traditional touchpoint; digital touchpoint; relationship quality; brand attachment.
    DOI: 10.1504/IJEMR.2021.10041814
     
  • Brand attitude and purchase intention linkages in smartphone advertising: moderating role of psychological contract violation   Order a copy of this article
    by Shikha Karamchandani, Anushree Karani, Mitesh Jayswal 
    Abstract: Smartphone use has increased over the last decade, with an estimate of 760 million users in 2021. Because of the widespread availability of internet connectivity on smartphones and pervasive versatility, the way consumers associate with brands has shifted. It is essential to understand the factors by which brand attitude is shaped and how brand attitude leads to purchase intention. With this, the current study examines the impact of perceived advertisement value and context awareness value on purchase intention with mediating role of brand attitude and moderating role of psychological contract violation. The study adopted a descriptive single cross-sectional research design with quota sampling. The data was collected via a structured questionnaire through Google forms from 200 millennials of the Gujarat state. The study establishes that the perceived value of advertising and context awareness value positively contributed to brand attitude, and brand attitude also positively associated to purchase intention. The study also highlights that brand attitude positively mediates the relationship between advertising, context awareness value, and purchase intention. Further, the novel contribution of the study is how psychological contract violation moderates the relationship between brand attitude and purchase intention.
    Keywords: perceived advertising value; context awareness value; brand attitude; psychological contract violation; PCV; purchase intention.

  • To buy or not to buy: factors influencing online purchase intention across clothing and apparel, consumer electronics and personal care products   Order a copy of this article
    by Sunildro L.S. Akoijam, Sultana B.A. Mazumder 
    Abstract: The paper attempts to examine how different factors influence online purchase intention across three product categories: clothing and apparel, consumer electronics and personal care. Data were collected from 416 customers from different parts of India. Multiple regression is used to analyse the influence of five important factors; subjective norms, perceived usefulness, perceived enjoyment, perceived risk and social media influence on online purchase intention across three the product categories. The results indicate that the five factors influence the online purchase intention differently across clothing and apparel, consumer electronics and personal care products. This paper makes a novel attempt towards understanding and investigating how these five factors impact the online purchase intention across the different product categories. The study is significant for online marketers in designing specific marketing strategies for the different product categories.
    Keywords: online purchase intention; subjective norms; perceived usefulness; perceived enjoyment; perceived risk; social media influence.
    DOI: 10.1504/IJEMR.2021.10043371
     
  • Impact of social media marketing on purchasing intentions of luxury brands: the case of millennial consumers in the UAE   Order a copy of this article
    by Ansey John, Vijay Pujari, Sudipa Majumdar 
    Abstract: The proliferation of social media has created unparalleled opportunities for marketers. This paper studies the effectiveness of social media marketing in driving purchase intentions of luxury brands by exploring the key drivers of luxury brand consumption. Primary research was carried out amongst the millennial generation consumers residing in the United Arab Emirates (UAE), which generates the highest demand for luxury products in the world (Trade Arabia, 2018). To our knowledge, this is the first study to evaluate the social media marketing aspect of luxury brands in the UAE and makes important conceptual and empirical contributions to the existing literature through a multi-dimensional quantitative framework. Our results revealed that social media marketing has been effective in driving purchase intentions of luxury brands through the stimulation of materialism, hedonism, the need to seek social approval, or a combination of these factors. Our study has strong recommendations since consumers were found to be strongly influenced by celebrities and advertisements on social media platforms, which sends signals to marketers to enhance brand knowledge through 'role model' influencers and through innovative interactive features of networking sites.
    Keywords: luxury brands; purchase intentions; social media marketing; SMM; millennial; United Arab Emirates; UAE.
    DOI: 10.1504/IJEMR.2021.10043408
     
  • Antecedents and outcomes of omnichannel retail customer experience   Order a copy of this article
    by Hai Ninh Nguyen, Manh Dung Tran 
    Abstract: This research applies the concept of customer experience to omnichannel retail model and explores its antecedents and consequences. A conceptualised model was proposed to investigate the relationships among showrooming, webrooming, channel integration and omnichannel customer experience; relationships among the omnichannel customer experience and customer satisfaction, customer-brand engagement and word-of-mouth intention. 238 valid responses were obtained from surveys taken with customers of three biggest digital retailers in Vietnam which penetrating over 50% of the whole market share. Partial least square-structural equation modelling was employed to assess hypotheses. The results show that: 1) webrooming, showrooming and channel integration are the antecedents of the omnichannel customer experience; 2) omnichannel customer experience has three dominant outcomes as customer satisfaction, customer-brand engagement and word-of-mouth intention; 3) omnichannel customer experience plays the significant role in leading the customer satisfaction and webrooming has powerful role in enhancing customer experience.
    Keywords: showrooming; webrooming; channel integration; customer experience; omnichannel; customer behavioural intention.
    DOI: 10.1504/IJEMR.2021.10043620
     
  • How e-service quality influence post-purchase behaviour: the mediating role of perceived value and the moderating of perceived risk   Order a copy of this article
    by Ha Thu Nguyen, Anh Chi Phan, Phuong Hien Nguyen 
    Abstract: This paper presents the results of an empirical study on the relationship between e-service quality dimensions and consumer post-purchase behaviour as perceived value, satisfaction and loyalty in online shopping. PLS-SEM technique was applied to analyse the data collected from 468 Vietnamese consumers between December 2018 and June 2019. The analytical results indicate that information quality aspects (information accuracy, web design, security, ease of use, and website features) positively impact on outcome quality (order condition, timeless, and order accuracy) and outcome quality positively affects customer satisfaction. By emphasising the moderating role of perceived risk and the mediating role of perceived value, this study provides interesting managerial implications and contributes to the literature by suggesting a different approach on the topic of improving customer satisfaction in the electronic commerce environment.
    Keywords: e-service quality; perceived value; perceived risk; customer satisfaction; customer loyalty; e-commerce.
    DOI: 10.1504/IJEMR.2022.10044030
     
  • 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 technology supported. The aim of this study was to examine the impact of social media (SM) communications on brand relationships and the role of SM usage in explaining brand relationship differences in different cultures. The 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
     
  • Shopping website selection for lifestyle products using the AHP and TOPSIS methods under fuzzy environment   Order a copy of this article
    by Sumit Kumar, Soni Wadhwa, Bibhas Chandra 
    Abstract: Website selection is pivotal to virtual shopping. Consumers evaluate online retailers’ websites on the basis of identified criteria and sub-criteria before undergoing shopping. Among all product categories, the lifestyle segment occupies a sumptuous pie of online retail. The present study attempts to rank shopping websites for fashion and lifestyle segments in the fuzzy environment using an assessment for the analytic hierarchy process model and fuzzy TOPSIS. A case analysis has been performed to exhibit the feasibility and effectiveness of the proposed model. Marketers may arrive at strategic insights and use them to augment their existing policies to cater to the customers’ requirements as discussed in this study.
    Keywords: shopping website; online stores; fashion and lifestyle; India; multiple criteria decision making; MCDM; analytical hierarchy process; AHP; fuzzy TOPSIS; sensitivity analysis.
    DOI: 10.1504/IJEMR.2022.10044965
     
  • 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 as the most valuable intangible asset, is essential for companies continued survival and success. Managers are progressively searching for valuable practices to create substantial consumer-based brand equity. Brand equity (BE) is significant in assisting consumers in processing information, especially when the information is overloaded. For firms, growing BE is a crucial objective to gain more favourable associations and feelings of target consumers. Accordingly, this paper addresses this issue through a systematic literature review of the selected papers that conveyed the concept of BE from 2015 to 2020, aiming to review BE concept, proposed BE models and the most frequent ones, the most widely used metrics in developing BE studies. We hope this study provide present conceptual, administrative, and applicable guidelines to the academic community, managers, and brand owners.
    Keywords: brand equity; BE; consumer-based brand equity; brand equity models; measurement brand equity; brand equity dimensions.
    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 can buy/sell without having to meet each other directly. Along with the growth of e-commerce, electronic payment has become explosive as if it was created to solve this problem and one of them was e-wallet. E-wallet brings many benefits for people as convenient, fast, economical, etc. Therefore, the aim of this research is to discover factors that affect the intention to use e-wallets, noting the mediating roles of attitude toward using e-wallets. Survey data was collected from 740 respondents who have knowledge of e-wallet as Momo, Zalopay, AirPay and ViettelPay in Vietnam. Results from the partial least squares structural equation modelling (PLS-SEM) discovered that facilitating condition, perceived credibility, effort expectancy, social influence, and performance expectancy positively impacted intention to use e-wallets. Also, these relationships were mediated by attitude toward using the e-wallet. Moreover, this study also proposed some recommendations to enhance intention to use e-wallets during COVID-19 in Vietnam.
    Keywords: perceived credibility; facilitating conditions; effort expectancy; performance expectancy; social influence; e-wallets; electronic wallets; Vietnam.
    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
     
  • 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 investigates the impact of online sales on the performance of the Japanese apparel makers. Descriptive statistics and a regression analysis are used to tackle this issue. The findings of this study are as follows. First, it was clarified that the EC penetration rate of the apparel market is greater than the average of Japan as a whole and this rate is increasing. It was also revealed that EC efforts of apparel companies have a significant positive impact on the performance for relatively large companies. This indicates that the EC efforts of apparel companies are an important strategy as the EC penetration rate continues to grow steadily in the Japanese apparel market.
    Keywords: e-commerce; Japanese apparel market; firm’s performance; regression analysis.
    DOI: 10.1504/IJEMR.2022.10046693
     
  • 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
     
  • The effect of distribution strategy and price on buying decisions minimarkets in Surabaya City, Indonesia   Order a copy of this article
    by Slamet Riyadi, Donny Arif 
    Abstract: The research was conducted to know the impact of changes in distribution strategies and prices on buying decisions made by retail stores or minimarkets due to government policies on social restrictions of the COVID-19. This study uses quantitative research with population data distribution in one of Indonesia’s major cities. It uses a structural model in data analysis with all latent variables linked. They were measuring instruments used using smart pls. This study found that with changes in distribution strategies by combining all types of intensive, exclusive, and selective, significant results were obtained at prices and purchasing decisions by customers. The main finding in the study was that the implementation of distribution strategies for government policy adjustments was very effective in reaching customers in all corners of the city so that price adjustments and customer purchase decisions could occur on an ongoing basis.
    Keywords: distribution strategy; price; buying decisions; minimarkets; Indonesia.
    DOI: 10.1504/IJEMR.2022.10050249
     
  • 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
     
  • Mobile apps personalisation and shareability as drivers of students’ choices   Order a copy of this article
    by Kleopatra Konstantoulaki, Kostas Kaimakis, Panagiotis Kaldis, Ioannis Rizomyliotis 
    Abstract: Nowadays, smartphones are regarded as an extension of individual selves, as they are used several times throughout the day. Lately, an increasing number of universities have adopted tailored smartphone applications to enhance students’ engagement, performance and overall experience. Although early studies show that students accept this practice, they seem to shape their preferences and usage decisions based on the specific features that each application offers. The literature points towards some attributes that tend to influence mobile app users’ decisions, such as personalisation and shareability. The current study aims to expand the findings of past research and explore the effect of application personalisation and shareability on higher education students’ preferences. The results show that apps with personalisation and shareability features are preferred by students, who are also more eager to recommend the app to their peers and hold stronger in-app purchase intentions.
    Keywords: mobile apps; shareability; personalisation; in-app purchases; higher education; student decisions.
    DOI: 10.1504/IJEMR.2023.10051922
     
  • 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