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Article
Publication date: 4 December 2023

Reihaneh Alsadat Tabaeeian, Shakiba Rahgozar, Atefeh Khoshfetrat and Samira Saedpanah

The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Abstract

Purpose

The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Design/methodology/approach

Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.

Findings

The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.

Originality/value

The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.

Details

Journal of Communication Management, vol. 28 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 1 March 2024

Shaima Yousif Alobeidli, Syed Zamberi Ahmad and Fauzia Jabeen

This study aims to explore how visionary leadership influences innovative work behavior (IWB) with the mediating effect of knowledge sharing (KS), employee creativity and…

Abstract

Purpose

This study aims to explore how visionary leadership influences innovative work behavior (IWB) with the mediating effect of knowledge sharing (KS), employee creativity and moderating role of work centrality in the relationship between employee creativity and IWB in the organization.

Design/methodology/approach

A survey was administered to 304 respondents who were employees in different organizations in the United Arab Emirates. The data were analyzed through structural equation modeling using SmartPLS4.

Findings

The results show that visionary leadership is significantly associated with KS and employee creativity. Moreover, employee creativity has a notable impact on IWB, and the connection between employee creativity and IWB remains unaffected by work centrality.

Originality/value

This study offers a novel perspective by investigating the interrelationship between visionary leadership, KS, employee creativity, work centrality and IWB. A distinctive feature of this study lies in its focus on the mediation and moderation effects within this framework, with emphasis on a relatively new leadership style, visionary leadership. By exploring the mediating role of KS between visionary leadership and employee creativity, as well as the mediating role of employee creativity between KS and IWB, this study offers one of the first to highlight the underlying mechanisms that drive IWB. Furthermore, to the best of the authors’ knowledge, this study is one of the first to introduce work centrality as a moderator in the relationship between employee creativity and IWB.

Details

Management Research Review, vol. 47 no. 6
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 31 May 2024

Upasana Seth and Harmeen Soch

This study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer…

Abstract

Purpose

This study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions. Additionally, the link between brand hate and brand forgiveness was also taken into account, as well as the moderating impact of personality attributes. The impact of brand forgiveness on consumer coping behavior was investigated, particularly for brand switching (flight) and negative word-of-mouth (NWOM) (fight) on Indian e-commerce shopping websites/apps.

Design/methodology/approach

Using a structured questionnaire survey and a nonprobability purposive sampling approach, data were obtained from 438 online shoppers who had experienced hate directed at a particular shopping website or app. The hypotheses were tested statistically using partial least squares (PLS) structural equation modeling with SmartPLS 4 software.

Findings

First, the findings demonstrate that agreeableness, extraversion and neuroticism significantly affected brand hate. Second, the results indicate that personality traits, particularly extraversion and conscientiousness from the Big-Five model, play a substantial role in moderating the relationship between brand hate and brand forgiveness. Third, the study also reveals the significance of brand forgiveness in mitigating the adverse consequences of NWOM and brand switching in the context of e-commerce platforms.

Practical implications

Practical steps such as complaint-management processes and prompt resolutions through an appropriate means of active interaction and understanding the consumer’s personality when their concerns are heard and handled can help brand managers earn customers’ forgiveness and reduce brand hate toward e-commerce websites/apps.

Originality/value

Based on the authors’ understanding, this study is the initial one to incorporate brand hate, brand forgiveness and coping strategies into the model in a service context with the interaction effect of consumer personality traits.

Details

Journal of Product & Brand Management, vol. 33 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 29 April 2024

Puneett Bhatnagr, Anupama Rajesh and Richa Misra

This study aims to develop a customer-centric model based on an online customer experience (OCE) construct relating to e-loyalty, e-trust and e-satisfaction, resulting in improved…

Abstract

Purpose

This study aims to develop a customer-centric model based on an online customer experience (OCE) construct relating to e-loyalty, e-trust and e-satisfaction, resulting in improved Net Promoter Score for Indian digital banks.

Design/methodology/approach

This study used an online survey method to gather data from a sample of 485 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using partial least squares structural equation modelling to further investigate the research hypotheses.

Findings

The main factors determining digital banks’ OCE were perceived customer centrality, perceived value and perceived usability. Additionally, relevant constructs were evaluated using importance-performance map analysis.

Research limitations/implications

This study used convenience sampling for the urban population using digital banking services; therefore, the outcome may be generalized to a limited extent. To further strengthen digital banking, it would be valuable to imitate studies in other countries.

Originality/value

There is a lack of research on digital banking and OCE in India; thus, this study will help rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between online customer satisfaction, loyalty, trust and the bottom line of financial institutions using these factors as dependent variables instead of traditional measures.

Details

International Journal of Quality and Service Sciences, vol. 16 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 29 May 2024

Harleen Kaur and Harsh V. Verma

This paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct.

Abstract

Purpose

This paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct.

Design/methodology/approach

A scale development procedure comprising a qualitative prestudy and four quantitative studies for item generation and content validity, scale refinement using exploratory factor analyses, scale confirmation using confirmatory factor analysis and scale validity using PLS-SEM is followed to develop the measure of brand pride.

Findings

The scale development procedure yields a two-dimensional measurement instrument for brand pride with affective and utilitarian dimensions. The proposed scale is reliable and has convergent, discriminant and nomological validity.

Originality/value

This study highlights the need to study brand pride by reviewing literature from both psychology and marketing. The definition and conceptualization of brand pride help uniquely identify and describe the phenomenon. By developing a scale to measure the construct of brand pride, this study will enable research into the phenomenon, its causes and effects and its significance for consumer–brand relationships.

Details

Journal of Product & Brand Management, vol. 33 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 25 January 2024

Süleyman Çelik, Öznur Özkan Tektaş and Bahtışen Kavak

Service failures usually occur in front of third-party customers. Third-party customers react emotionally and behaviorally to service failure and recovery efforts aimed at focal…

Abstract

Purpose

Service failures usually occur in front of third-party customers. Third-party customers react emotionally and behaviorally to service failure and recovery efforts aimed at focal customers. However, there is a gap in the literature on how third-party customers react to a service failures incident and a recovery over another customer, depending on how socially close or distant they are from. This study investigates the effect of third-party customers' emotions on consumer forgiveness, negative word-of-mouth (WoM) and repatronage intentions in the service recovery process by comparing close and distant third-party customers.

Design/methodology/approach

This study utilizes a 2 (social distance to the focal customer: close, distant) × 2 (service recovery: yes, no) between-subjects design. The authors used a scenario-based experiment to test the proposed hypotheses. A total of 576 respondents were involved in the study.

Findings

The results from the authors' scenario-based experimental study show that positive and negative emotions felt by distant third-party customers are higher than those of close third-party customers. In addition, the effect of positive emotions on customer forgiveness is more substantial for distant third-party customers. Third, moderated-mediation analysis indicates that social distance has a moderator effect only on the relationship between positive emotions and customer forgiveness.

Originality/value

This study contributes to the service literature by comparing socially close and socially distant third-party customers' reactions to service failure and recovery attempts.

Details

Journal of Service Theory and Practice, vol. 34 no. 4
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 28 February 2023

Hend M. Naguib and Mohamed H. Elsharnouby

Digital transformation (DT) has created a number of significant opportunities and related alterations in consumers' behaviours. However, consumers differ in adopting DT. There is…

Abstract

Purpose

Digital transformation (DT) has created a number of significant opportunities and related alterations in consumers' behaviours. However, consumers differ in adopting DT. There is still a need to investigate consumer's capabilities and his/her perception of other customers that supports or hinders the DT process. This study aims to investigate human thinking capabilities (critical thinking, holistic thinking and creative thinking) as drivers of two specific types of outcomes: DT barriers and/or DT nurture. In addition, this research also examines the linkage between human capabilities (three types of thinking) and other customers' perception. Finally, it postulates that other customers' perception drives DT barriers and/or DT nurture.

Design/methodology/approach

Applying to the public, private and international banking sectors, 273 questionnaires were collected. The collected data was analysed using AMOS as well as the PROCESS macro.

Findings

The results showed that human thinking capabilities have different effects on DT barriers and nurture. While critical thinking has a significant effect on DT barriers, both holistic thinking and creative thinking have a significant effect on DT nurture. Other customers' perception construct has a significant effect on both DT barriers and nurture. In addition, only holistic thinking has an effect on other customers' perception.

Originality/value

This study advances knowledge in three ways. Firstly, it examined DT barriers and nurture as variables from the customer's perspective. Secondly, it examined each human thinking capability on DT barriers and nurture, giving more insights. Thirdly, it studied human thinking capabilities as one of the main factors that might affect other customers' perception and DT barriers and nurture, while most previous studies focused only on other customers' perception's impact on DT barriers and nurture.

Details

Management & Sustainability: An Arab Review, vol. 3 no. 2
Type: Research Article
ISSN: 2752-9819

Keywords

Article
Publication date: 12 August 2024

Flavia Braga Chinelato, Cid Gonçalves Filho and Arquimedes Martins Gois

Studies on the negative aspects of consumer–brand relationships have received increasing attention in academia, but most research on this phenomenon is not focused on services. On…

Abstract

Purpose

Studies on the negative aspects of consumer–brand relationships have received increasing attention in academia, but most research on this phenomenon is not focused on services. On the other hand, the literature consistently demonstrates evidence that gender affects consumer behavior. In this context, this study aims to unprecedentedly identify the antecedents of brand hate and the effects of consumer gender across different service sectors.

Design/methodology/approach

This research compares the results of two studies with service companies. The first was accomplished with 307 consumers of mobile phone operators, and the second study was performed on 450 higher education students. The data were analyzed using structural equation modeling.

Findings

In both studies, females showed greater importance for ideological incompatibility than males. This suggests that females are more sensitive to moral issues and ethical behavior than males. As for males, negative experience is the most relevant antecedent of brand hate in both samples. However, when age is checked, the results indicate that younger males develop more brand hate than older males. This does not happen with females.

Originality/value

This study demonstrates gender differences and compares two samples applied in different service sectors: low-technological and high-touch consumer interactions. The results show that the antecedents of brand hate for males and females in the service sector differ. This study also points out that older males present a different behavior when compared to younger males, which does not happen with females.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 14 August 2024

Robin Roy and Ateeque Shaikh

This paper aims to explore consumers’ post-pandemic (COVID-19) motivations for an e-retailer preference in an emerging market like India.

Abstract

Purpose

This paper aims to explore consumers’ post-pandemic (COVID-19) motivations for an e-retailer preference in an emerging market like India.

Design/methodology/approach

This study applied qualitative methodology to explore the research question, and 44 in-depth interviews were conducted with online consumers. The interviews were transcribed and analysed using open, axial and selective coding strategies.

Findings

This study identified seven post-pandemic motivations for consumers’ e-retailer preference, and the motivations were classified into: utilitarian (remote location and fast delivery, product choice and availability, comparative price and discounts and customer service), hedonic (aesthetics of the e-retailer store) and both utilitarian and hedonic (mobile-friendliness and user interface and interactivity).

Research limitations/implications

Creating knowledge post-pandemic period is essential. This study communicates empirical evidence to suggest consumers are motivated through both utilitarian and hedonic motivation for an e-retailer preference in an emerging market. Furthermore, the researchers are encouraged to collect data from more developing countries and test the proposed e-retailer preference factors.

Practical implications

The study offers new knowledge to online retail managers to understand how emerging market consumers prefer an e-retailer and strive to attract and retain customers in the market.

Originality/value

Past studies have highlighted the importance of consumer online shopping motivations and channel preferences. However, there is limited literature investigating how consumers prefer an e-retailer over other e-retailers for online shopping. This study addresses the gap in the existing retailing literature and offers fresh insights into how consumers prefer an e-retailer post-pandemic from an emerging market context.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

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