International Journal of Technology Marketing (11 papers in press)
Are digital influencers social change catalysts? Empirical findings from the online apparel industry
by Muddasar Ghani Khwaja, Umer Zaman, Athar Hameed Butt
Abstract: Digital influencers have evolved the thinking and buying patterns of consumers on the social media platforms. The unorthodox approach of attracting the masses has considerably increased online purchase intentions. Especially during the global pandemic COVID-19, consumers high inclination towards online buying has been regarded as a natural phenomenon. Therefore, it remains eminent to determine that what factors boost buying intentions of the consumers during pandemic. In this regard, sequential mediation role of brand engagement, brand attitude and brand expected value were taken into consideration for precise examination of consumer online buying journey. Conceptually knitted associations were determined using positivist doctrine. The data was collected from 287 online apparel shoppers. Structural equation modelling (SEM) technique was executed for determining cause and effect relationships among the constructs. The study provides new evidences about digital influencers role and their impact on consumers online buying behaviours during pandemic. The results affirmed strong causal relationships among the hypothesised paths.
Keywords: perceived influence; COVID-19; brand attitude; purchase intentions; brand engagement.
Presence of digital sources in international marketing: a review of literature using Leximancer
by Surender Khan, Sudhir Rana, Anuj Goel
Abstract: This article discusses the role of digital sources and its impact on the international marketing domain. The study utilises Leximancer software to map the published research within the international marketing landscape from its inception to 2020. Drawing on 1900 articles, Leximancer results have demonstrated the relevance of the topic to a wide array of research disciplines. 'international marketing', 'digital marketing', 'social media promotions' and 'business models' all themes largely associated with digitalisation and international marketing shape the main themes falling under the domain of internet and international marketing literature. The present study proposes a conceptual framework that highlights the moderating role of digital sources on international marketing competencies and the speed of internationalisation. The study is organised with theoretical development, conceptual framework and future research directions.
Keywords: literature review; Leximancer; digital transformation; internationalisation.
Effects of tourists' locus of attributions on tourists' online reviews
by Mahmoud Ibraheam Saleh
Abstract: Tourists online reviews of tourism destination brands are crucial indicators of tourists (re)visit intention and attachment to tourism destinations. Numerous studies have considered the impact of tourists experiences on tourists online reviews. However, no prior research has explored how events outcomes attributions to internal versus external causes influence tourists to positively versus negatively review tourism events. This study adopts locus of control theory to address this issue, which studies how individuals determine the responsibility of events outcomes. The study relies on semi-structured interviews with travellers from different countries. The results reveal that ascribing positive experiences to external causes stimulates tourists to positively review tourism events more than attributing these positive events to internal reasons. Moreover, attributing negative experiences to internal causes eliminates tourism events negative reviews more than attributing these adverse events to external causes. Theoretical and managerial implications are discussed.
Keywords: locus of causality; attribution dimensions; tourists attribution; tourists online reviews; locus of control; tourism destination reviews.
Factors affecting adoption of cloud-based services: evidence from an emerging market
by Abhisek Dutta, Raj K. Kovid, Pranav Ranjan
Abstract: The increasing use of cloud-based services by consumers makes a compelling case to identify determinants of its adoption. The researchers have used unified theory of acceptance and use of technology (UTAUT) to explain the intention to adopt technology. However, the increasing technology convergence in form of internet of things (IoT) make a convincing reason for further investigating the role of unexplored variables influencing the technology adoption. Using UTAUT as the basic theoretical framework, the study investigated additional determinants such as perceived security risks, perceived trust and price value of technology adoption. Using SEM-PLS method to analyse data collected through a web survey in India, the study found that the performance expectancy, effort expectancy, perceived security risks, facilitating conditions, perceived trust and price value showed significant impact on behavioural intention towards the adoption and use of cloud-based services. However, social influence did not demonstrate any significant influence on behavioural intention.
Keywords: UTAUT; cloud-based services; perceived trust; perceived security risks; PSRs; structural equation modelling; SEM; PLS-SEM.
Suspicion of manipulation on Instagram: is the consumer being duped?
by Souad Maghraoui, Lilia Khrouf, Azza Frikha
Abstract: This research aims to study the impact of the perceived manipulative intentions during an Instagram navigation experience on attitudinal responses and buying intention of internet users, especially when they are cynical. To achieve this, a survey was conducted among 214 internet users. Data analysis using the partial least squares method demonstrated that, in accordance with our expectations, perceived manipulative intentions during an Instagram ad exposure negatively affect the attitude of internet users towards advertising. However, this negative effect is decreased in the presence of a high degree of cynicism among internet users. The unfavourable attitude towards the advertising leads to an unfavourable attitude towards the brand too, which negatively affects buying intentions. Based on the results of the study, recommendations were addressed to researchers as well as managers.
Keywords: manipulative intentions; attitude; advertising on Instagram; cynicism; internet.
Special Issue on: ICCMI 2020 Innovative Technologies in the Era of Digital Marketing and e-Commerce
Impact of Alibaba's Double 11 refund collapse event on consumer's willingness to participate
by Wong Ming Wong, Yingping Mai, Wunhong Su
Abstract: This study explores the impact of an unexpected event on a consumer's future purchase behaviour in the online platform during an online shopping festival. This study aims to examine whether the consumer's expectation mediates the relationship between the event novelty, event criticality, event disruption, and the consumer's willingness to participate, based on the event system theory and the expectation confirmation theory. The structural equation modelling is adopted in this study to examine the data of 551 respondents in China. The findings suggest that the consumer's expectation mediates the relationship between the event novelty, event disruption, and the consumer's willingness to participate. Furthermore, there is a significant difference between the event novelty and the event description. Thus, this study's value indicates that an unforeseen event description directly associates with a consumer's post-purchase behaviour, affecting a consumer's expectation of future purchase behaviour.
Keywords: China; expectation; willingness to participate; event system theory; EST; expectation confirmation theory; ECT.
The influence of consumer trust in consumer behaviour toward mobile payment applications amongst young professionals
by Shaizatulaqma Kamalu Ariffin, Khor Teik Lim
Abstract: This study aims to examine the impact of trust in the relationship between attitude, subjective norms and perceived behavioural control toward intention to use mobile payment among young professionals. The data were collected via an online survey among young professionals. A total of 220 respondents participated in the online survey but only 211 responses fit the analysis. The data were analysed using SPSS and SmartPLS3. This study found that trust strengthens the relationship between attitude and intention to use mobile payment. Furthermore, perceived usefulness affected users attitude toward mobile payment. Meanwhile, users attitude and perceived behavioural control had a positive and significant impact on users intention to use mobile payment. This study provides practical implications for marketers, retailers, firms and vendors to adopt and adapt important factors revealed from this study in formulating their marketing strategies and business model toward young professionals.
Keywords: mobile payment; young professional; trust; theory of planned behaviour; TPB; technology acceptance model; TAM.
Factors influencing purchase intention of smartphone: a case of Gen Z Malaysian consumers
by Wai Hong Tan, Diyana Kamarudin
Abstract: New smartphone models and brands are bombarding the market at an alarming rate confusing consumers when it comes to their purchase intention. Consumer purchase intention is heavily influenced by a variety of factors from trends, to applications. This study aims to examine the factors influencing smartphone purchase intention among Gen Z consumers in Malaysia. Quantitative approach, purposive sampling method was employed to access the populations of Gen Z in Malaysia. Data was collected from 164 respondents through a structurally designed questionnaire. The proposed theoretical model was tested using PLS-SEM technique. The findings revealed that convenience was the main contributor to their smartphone purchase intention. This study contributes to the limited literatures in Malaysia, providing insights to the marketers, manufacturers, and academicians on what Gen Z Malaysian consumers think, as to what influences them the most when it comes to purchasing a smartphone.
Keywords: smartphone; Gen Z; purchase intention; materialism; Malaysian; consumers; brand; product features; price; convenience; Malaysia.
Online shopping during the Covid-19 crisis: the impact of anthropomorphic virtual agents on consumers' psychological states
by Sihem Ben Saad, Fatma Choura
Abstract: Because of the unpredictability and uncertainty of the Covid-19 pandemic, online shopping and the use of artificial intelligence featured in the e-commerce have helped companies in attracting clients through a better online shopping environment and experience. However, the e-commerce still lacks human warmth to pretend equalise with in-store human interactions and experience. This paper addresses this issue by examining the anthropomorphic characteristics of the embodied virtual agent and by measuring their impact on the user's state of flow and telepresence experience. To identify the characteristics that could potentially make virtual agents more 'humanised', an exploratory approach was implemented. An experimentation survey with 660 internet users followed to test the relation between the anthropomorphic dimensions of embodied virtual agents and consumers' psychological states and online word of mouth. Our findings confirm the influence of the anthropomorphic characteristics investigated in improving consumers' psychological states.
Keywords: Covid-19; anthropomorphism; flow state; telepresence experience; electronic word of mouth; perceived risk.
The use and effectiveness of social media marketing on firm's performance and value creation on stakeholders: evidence from Greek B2B exporting firms
by Eleni Kilipiri, Dimitrios Markomichelakis, Eugenia Papaioannou
Abstract: Social media is often used as strategic business tool by firms to reach out global markets. Recent studies present different frameworks for a successful social media marketing on contemporary companies. Unfortunately, most of them are focused on the B2C context. This paper aims to offer a comprehensive analysis of the role of social media used by B2B exporting firms, while it attempts to investigate social media marketing effectiveness on firms performance and stakeholders value. The study uses the already established strategic social media marketing framework. Furthermore, the research is implemented by a quantitative approach, adopting a survey strategy using data collection based on a sample of 50 B2B exporting firms. Findings present that the B2B exporters take advantage of social media capabilities. Finally, this study provides managerial implications for B2B firms that may benefit through the use of the social media in their efforts to export.
Keywords: social media marketing; business-to-business; B2B; exporting firms; value creation; performance.
Customer engagement model and consumer behaviour within omnichannel retailing
by Theocharis Dimitrios, Georgios Tsekouropoulos
Abstract: Retailers can use communication, sales and customer service channels in a variety of ways. Omnichannel retail is described as the set of activities related to the sale of goods and/or services through all the widely used channels, where the customer can have full channel interaction and/or the retailer can control the full integration of the channels. The current study focuses on the factors affecting customer engagement in omnichannel environment, the data collection was conducted with a questionnaire and among others the findings show that the higher the levels of channel integration quality, the higher the levels of customer engagement for the customers. Therefore, the findings indicate that channel integration quality is an important variable which is strongly connected with customer engagement. Additionally, it can be stated that several factors can result on higher levels of customer engagement and their significance should be considered in any strategic decision.
Keywords: retailing; communication; customer engagement; omnichannel; consumer behaviour.