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Article
Publication date: 26 March 2024

Asif Ali Safeer

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects…

Abstract

Purpose

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

Design/methodology/approach

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

Findings

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

Practical implications

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

Originality/value

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

Details

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

Keywords

Article
Publication date: 26 March 2024

Aastha Kathuria and Apurva Bakshi

Online impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative…

Abstract

Purpose

Online impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative framework encompassing a variety of website-related factors influencing impulsive purchase behaviour.

Design/methodology/approach

The study is a systematic literature review, which includes literature search from two prominent databases. This article consolidates the results of 60 relevant research papers, and thematic analysis is performed on various website-related aspects classified into five research topics.

Findings

The different website qualities have been classified into broad themes and their role in online impulse buying has been explored. The antecedents, moderators, mediators, and outcomes are portrayed in an integrated research framework. Possible research gaps have been identified, and a future research agenda has been proposed, representing potential research areas.

Research limitations/implications

As we have included only studies published in the English language, this review may be limited by language bias. Relevant research published in other languages might have been excluded.

Practical implications

This literature review may provide management insights to marketers and practitioners managing online retail websites. To sustain an online business in the long term, it is critical for online retailers to have a thorough understanding of all conceivable website stimuli and develop them in a way that compels consumers to make impulsive purchases.

Originality/value

This study represents an original contribution to the realm of systematic literature reviews. To the best of our knowledge, this is the first SLR that elaborately delineates the influence of website-related factors on online impulse buying behaviour.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 25 March 2024

Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan and Hanh T. Vu

Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying…

Abstract

Purpose

Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies.

Design/methodology/approach

The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique.

Findings

The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

Practical implications

Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

Originality/value

From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 27 February 2024

Alessandro Silva de Oliveira, Gustavo Quiroga Souki and Luiz Henrique de Barros Vilas Boas

Understanding how attributes, consequences and values (A-C-V) influence the predisposition to purchase and buying intention of organic food consumers (OFC) is crucial for its…

Abstract

Purpose

Understanding how attributes, consequences and values (A-C-V) influence the predisposition to purchase and buying intention of organic food consumers (OFC) is crucial for its stakeholders. This study aims to (1) investigate whether OFC perceptions of the A-C-V impact their predisposition to purchase and buying intention; (2) examine the mediating effect of predisposition to purchase on the relationship between OFC personal values and their buying intentions and (3) verify whether consumers with distinct levels of organic food-buying intention perceive differently of the A-C-V, predisposition to purchase and consumption frequency.

Design/methodology/approach

This quantitative study comprised 307 consumers who filled out a form about their perceptions of organic foods’ A-C-V and their consumption frequency, purchasing predisposition and buying intention. Partial least squares strutural equation modelling (PLS-SEM) tested the hypothetical model that resorted to the means-end chain (MEC) theory (Gutman, 1982). Cluster analysis based on OFC’s buying intentions compared their perceptions of the A-C-V, purchasing predisposition and consumption frequency.

Findings

The OFC’s perception of the attributes of these foods impacts the consequences of their consumption and values. Such values positively influence their purchase predisposition and buying intention. Predisposition to purchase measured the relationship between OFC values and purchase intention. Three OFC clusters were identified according to their buying intentions. Such groups perceive the A-C-V singularly and have different purchasing predispositions and consumption frequencies.

Originality/value

OFC values directly influence buying intentions. However, the predisposition to purchase strongly mediates the relationship between values and buying intentions, producing an indirect impact more notable than a direct one. It brings academic and managerial contributions to organic food stakeholders.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 January 2024

Silvio Cardinali, Piyush Sharma, Elena Cedrola, Marta Giovannetti and Kishore Gopalakrishna Pillai

This paper aims to explore the challenges and opportunities faced by buying centers in small and medium enterprises (SME) manufacturing companies in view of recent technological…

Abstract

Purpose

This paper aims to explore the challenges and opportunities faced by buying centers in small and medium enterprises (SME) manufacturing companies in view of recent technological changes and the virtualization of communication.

Design/methodology/approach

This study uses a qualitative approach with multiple case studies to portray complex realities within the buying centers in the manufacturing SME context. The authors selected five Italian companies to portray the diverse characteristics, practices and policies of relevant stakeholders before reaching saturation with the issues explored.

Findings

The authors find that interactions among buying center members are more effective with greater collaboration and exchange (as opposed to competition and a struggle for power). Virtual/hybrid relations require greater intra-group cooperation, whereas diverse backgrounds and collaborative interactions help the flexibility and performance of the buying center. Greater use of technology produces certainty and automation, but it may also cause overload and biases that can be solved with the ability to analyze and clear responsibility for decisions.

Research limitations/implications

The authors studied only five Italian companies in this study. Future research in other countries with diverse cultural and socio-economic conditions and methods would help extend this research.

Practical implications

The findings would improve the understanding of the challenges of adopting new purchase process technologies that would help automate routine tasks, produce useful data and support decision-making.

Originality/value

Unlike prior studies, this study uses an exploratory design to study the evolution of buying centers in SMEs to seek deeper insights into the challenges and opportunities faced by SMEs because of the growing use of emerging technologies.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 6 November 2023

Kamran Razmdoost and Leila Alinaghian

The adoption of social procurement, the emerging practice of using a firm's spending power to generate social value, requires buying firms to navigate conflicts of institutional…

Abstract

Purpose

The adoption of social procurement, the emerging practice of using a firm's spending power to generate social value, requires buying firms to navigate conflicts of institutional logics. Adopting an institutional work perspective, this study aims to investigate how buying firms change their existing procurement institutions to adopt and advance social procurement.

Design/methodology/approach

The authors conducted an in-depth case study of a social procurement initiative in the UK. This case study comprised of 16 buying firms that were actively participating in the social procurement initiative at the time of data collection (2020–2021). The data were largely captured through a set of 41 semi-structured interviews.

Findings

Four types of institutional work were observed: reducing institutional conflicts, crossing institutional boundaries, legitimising institutional change and spreading the new institutional logic. These different types of institutional work appeared in a sequential way.

Originality/value

This study contributes to various strands of literature investigating the role of procurement in generating value and benefits within societies, adopting an institutional lens to investigate the buying firms' purposeful actions to change procurement institutions. Secondly, this study complements the existing literature investigating the conflicts of institutional logics by illustrating the ways firms address such institutional conflicts when adopting and advancing social procurement. Finally, this work contributes to the recently emerging research on institutional work that examines the creation and establishment of new institutions by considering the existing procurement institutions in the examination of institutional work.

Details

International Journal of Operations & Production Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0144-3577

Keywords

Article
Publication date: 21 August 2023

Jingyi Shi and Yanting Huang

As an important form of the e-commerce industry, online group buying is under the spotlight from with two sides: cheaper price but longer waiting time. The purpose of this paper…

Abstract

Purpose

As an important form of the e-commerce industry, online group buying is under the spotlight from with two sides: cheaper price but longer waiting time. The purpose of this paper is to adequately investigate the interaction between saving and waiting time of group buying comprehensively.

Design/methodology/approach

To fill the research gap, the authors elaborate a dual-channel supply chain (SC) with regular retail (individual buying) and group-buying channel, and formulate the demand based on the consumer utility with the positive effect of saving money and the negative effect of wasting time.

Findings

The authors find that power structure only changes the optimal prices, instead of the waiting time. The selling price mainly influences consumer demands, instead of the price discount of group buying. The SC profits are only positive to the channel preference, and it is the decisive parameter of consumers' choice. The price sensitivity lays a more remarkable impact on the SC compared to the time sensitivity. Above all, the price is the main factor of group buying, instead of time.

Originality/value

These results underscore the improvement for the dual-channel SC of group buying, providing managerial insights for the group-buying industry.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 18 July 2023

Muhammad Arslan Sarwar, Jawaria Nasir, Binesh Sarwar, Muzzammil Hussain and Ali Abbas

Impulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products…

Abstract

Purpose

Impulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products spontaneously. This paper aims to examine key cognitive aspects of impulsive buying behaviour and purchase regret in an online context.

Design/methodology/approach

An online survey was conducted to collect the data of 317 online consumers with the help of a convenience sampling technique. The structural equation modelling technique was carried out to establish the validity and reliability of measures and examine the proposed relational paths.

Findings

The study results suggest that cognitive aspects recede impulsive buying, resulting in purchase regret. The empirical findings on the impulsive buying behaviour and purchase regret to yield several important implications, including developing marketing strategies and policies to evoke the intentions for impulsive buying behaviour, consumer innovation and balancing the feelings of regret.

Practical implications

The study also provides some significant contributions to the literature on online impulse buying and its related paradigms.

Originality/value

This study mainly attempted to determine the precursors of online impulse buying and purchase regret from the perspective of hedonic and experiential consumption motivation and consumer innovation. Getting reflections from cognitive dissonance theory and the post purchase evaluation, a theoretical model was developed and empirically tested for impulsive online buyers.

Details

International Journal of Innovation Science, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-2223

Keywords

Article
Publication date: 28 April 2023

Lingli Shu, Xiaoyan Li and Xuedong Liang

For nanostores, striving to become the community group-buying leader is gaining prominence. This paper aims to construct Hotelling linear models to investigate whether nanostores…

Abstract

Purpose

For nanostores, striving to become the community group-buying leader is gaining prominence. This paper aims to construct Hotelling linear models to investigate whether nanostores should be registered as leaders and their decisions in a competitive environment.

Design/methodology/approach

This paper constructs three Hotelling linear models: neither nanostore registers as community leader, only one nanostore registers as community leader and both nanostores register as community leader. The competitive operation strategies of two general nanostores under three scenarios are solved.

Findings

The study finds that nanostores without a cost advantage may benefit from being the first leader. The nanostore's preferred decisions depend on the investment cost parameters of its own and competitors which may lead to market share competition. Furthermore, consumers' sensitivity to community group-buying service has a negative effect on nanostores' profit.

Originality/value

The study is one of the few to consider the competition between community leaders. Besides, the study considers that the utilities functions of consumers are concurrently impacted by the service decisions, along with the price in different nanostores. It can provide nanostores useful implications in the dynamic industry.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 15 March 2024

Hardius Usman, Nucke Widowati Kusumo Projo, Chairy Chairy and Marissa Grace Haque

The purpose of this study to examine the factors that encourage/inhibit Muslim behavior in buying halal-certified food (HCF), based on two theories, the…

Abstract

Purpose

The purpose of this study to examine the factors that encourage/inhibit Muslim behavior in buying halal-certified food (HCF), based on two theories, the knowledge-attitude-behavior model and the attitude-behavior-context model; and study the impact of trust and perceived risk on Muslim behavior in buying HCF, and their role in moderating the relationship between halal awareness and religious commitment with Muslim behavior in buying HCF.

Design/methodology/approach

The research population target is Muslims aged 18 years or older who reside in Greater Jakarta and have purchased certified halal food at least once in the past month. The survey method is a self-administered survey using a purposive sampling technique. The online survey has been successful in getting 283 Muslim respondents. In analyzing the causal relationship and hypothesis testing, this research uses the partial least square – structural equation model.

Findings

This study reveals several results: attitude, halal awareness, religious commitment, trust and perceived risk have a significant influence on the frequency of Muslims buying HCF. Attitude mediates the impact of halal awareness, religious commitment and trust on the frequency of Muslims buying HCF; perceived risk and trust moderate the relationship between religious commitment and the frequency of Muslims buying HCF.

Originality/value

Research on halal food is still limited, including in Indonesia. Meanwhile, the study explores the actual behavior of consumers, particularly in a certified halal food context, which is still rare in the existing literature. At the same time, the intention-behavior gap can lead to wrong decisions. Furthermore, this study also studies how Muslims feel when they consume foods that are not certified as halal. Research like this has an immense opportunity to be developed because not many have been developed.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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