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1 – 10 of 10Jia En Lee, Mei Ling Goh and Mohd Nazri Bin Mohd Noor
The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand…
Abstract
Purpose
The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study.
Design/methodology/approach
In total, 150 sets of self-administered questionnaires were distributed to students in a local private university in Melaka. Convenience sampling was used and data collected were analysed using SmartPLS to perform the measurement model and structural model.
Findings
Findings have showed that there are positive relationships between brand awareness, brand association, perceived quality and brand loyalty and consumers’ purchase intention towards skin care products. Furthermore, it is concluded that perceived quality is the most significant factor in influencing consumers’ purchase intention.
Originality/value
Firms are able to benefit from this study by formulating their brand management tactics referring to the findings to have competitive advantage over their competitors.
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Theresa Macheka, Emmanuel Silva Quaye and Neo Ligaraba
Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online…
Abstract
Purpose
Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.
Design/methodology/approach
To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.
Findings
The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.
Practical implications
Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.
Originality/value
This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.
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Rahmatina Awaliah Kasri, Abdillah Ahsan, Dono Widiatmoko and Sri Rahayu Hijrah Hati
Despite the importance of pharmaceutical products in everyday life, particularly after the coronavirus outbreak in early 2020, only a few studies have attempted to analyse…
Abstract
Purpose
Despite the importance of pharmaceutical products in everyday life, particularly after the coronavirus outbreak in early 2020, only a few studies have attempted to analyse consumer behaviour with regard to halal pharmaceutical products. Therefore, this study aims to investigate the factors influencing purchase intention for halal pharmaceutical products among Indonesian Muslims.
Design/methodology/approach
This study uses a theory of planned behaviour approach, in which religiosity and knowledge of halal product variables are added to attitude, subjective norms and perceived behavioural control variables. Primary data were collected from 225 Indonesian Muslims in Jakarta, the capital city of Indonesia and analysed using structural equation modelling.
Findings
The study found that the intention to purchase halal pharmaceutical products is positively affected by attitude, religiosity, knowledge of halal products and perceived behavioural control. However, the influence of the subjective norm variable was found to be insignificant in this study.
Research limitations/implications
It is possible to improve the empirical model by including more explanatory variables and investigating the mediating effect of the variables. The study could also be scaled up to reach more respondents in different regions and countries. These additional aspects would provide better insights into the behaviour of consumers when considering halal pharmaceutical products.
Practical implications
The findings suggest the importance of designing and implementing appropriate strategies and campaigns to enhance knowledge of halal products, of positive attitudes and of better resources/opportunities to consume halal pharmaceutical products. The industry needs to highlight its products’ halal and tayyib aspects through proper branding and promotion strategies. The government and other stakeholders could also implement education campaigns to increase halal products and halal literacy knowledge. These are ultimately expected to enhance the effectiveness of halal regulations and meet Muslim consumer expectations in the country.
Originality/value
Despite the importance of halal pharmaceutical products, this area has received limited attention in the academic literature. Thus, this study attempts to elaborate on consumer behaviour in this niche area.
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This paper aims to historicise the contemporary chlorophyll trend through the first academic study of its early marketing in Sweden (1950–1953). Using multimodal critical…
Abstract
Purpose
This paper aims to historicise the contemporary chlorophyll trend through the first academic study of its early marketing in Sweden (1950–1953). Using multimodal critical discourse analysis, it demonstrates how brands used advertisements to convince female consumers of chlorophyll’s necessity to fulfil certain aspirational goals.
Design/methodology/approach
In all, 150 advertisements for chlorophyll products were collected from the Swedish Historical Newspaper Archive, as well as 600 additional advertisements for the three most popular products (toothpaste/mouthwash, sanitary towels and soap) from 1940 to 1950 and from 1954 to 1964. Then, multimodal critical discourse analysis was used to investigate how the products were marketed before, during and after the chlorophyll trend, identifying the general themes and linguistic/semiotic structures of the advertisements.
Findings
This paper shows how the commercial use of chlorophyll offered a lucrative opportunity for marketers, acting as a “tabula rasa” on which they could use discourses of science, nature, idealised femininity and luxury to draw connections with health, modernity and beauty, despite the product having no real purpose or value.
Originality/value
Viewing this fad from a historical perspective emphasises how brands, marketers and influencers continue to capitalise on the anxieties of female consumers with promises around beauty, hygiene and health. It, thus, offers us critical distance to reflect on contemporary claims about chlorophyll’s health benefits to make informed choices.
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Shehreen Amin Bhuiyan and Minhazul Abedin
The very criticism of public policy being rigid and generalized on one hand, and insouciant and noncustomizable on the other has to be addressed to cope up with the comingled…
Abstract
Purpose
The very criticism of public policy being rigid and generalized on one hand, and insouciant and noncustomizable on the other has to be addressed to cope up with the comingled economic, social and environmental challenges. Policies that fail the litmus test of changing and challenging conditions will run the risk of not achieving their purpose and obstructing the ability of citizens, communities and businesses. This paper draws the case of Bangladesh to explore the principles of adaptive policies in the surfacing of the recently adopted Digital Commerce Management Guide 2021 under the National Digital Commerce Policy, 2020.
Design/methodology/approach
This is a qualitative paper that is based on both primary and secondary data. While secondary data on the policy crafted a strong call for increased adaptiveness, primary data extracted from the interviews presented several lacking and loopholes from respondents’ firsthand experiences. Based on secondary content and primary data from consumers and business owners of the most-used social commerce platform (a form of digital commerce), Facebook commerce, hereto referred to as F-commerce, this paper discusses the possible characteristics of adaptive policy-making for more innovative, contextual, gender-inclusive, efficient and environmentally sustainable policies.
Findings
The paper points out some reform and adjustment scope for the recently introduced digital commerce policy to make it more adaptive to the present and upcoming policy context.
Research limitations/implications
It must be mentioned that there is a dearth of research on digital commerce policy and the platform as a whole.
Originality/value
Hence, this paper offers a fresh perspective toward time befitting policy formulation in the digital commerce sector and set in motion the policy attention that this platform requires.
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Md. Tarek Chowdhury, Aditi Sarkar, Pronab Kumer Saha and Rakib Hasan Anik
The COVID-19 pandemic interrupts the supply chain of products around the world. The supply chains of beauty and personal care products in Bangladesh are also heavily interrupted…
Abstract
Purpose
The COVID-19 pandemic interrupts the supply chain of products around the world. The supply chains of beauty and personal care products in Bangladesh are also heavily interrupted during this pandemic. While these products are perceived as essential by mass people, retailers are struggling to get the supply of the products and maintain a smooth delivery to the people. Considering such facts, the purposes of the study are to identify how the supply of retailers of these products is interrupted and how they can overcome the interruptions to ensure supply resilience.
Design/methodology/approach
A case study method has been used in this study. The data has been collected through interviews from 16 retailers of beauty and personal care products.
Findings
The results show that the supply of retailers of beauty and personal care products is interrupted in several ways. These include product shortage, limited delivery service, interruption of supplier payment, limited credit facility and irregularity in product delivery. To minimize the impacts of the interruptions and enhance supply resilience, retailers can undertake several strategies including intensive interactions and developing cooperation with the distributors and manufacturers, ordering bulk quantity, formulating an adjusted credit ratio and focusing on product availability over brand preference.
Research limitations/implications
The context of this study is limited to the beauty and personal care products of Bangladesh. Further study can be conducted in other countries and also supply chains of other products to enhance the generalizability of the findings of this study.
Practical implications
Supply interruptions are identified, and strategies are suggested to ensure the supply resilience of retailers of beauty and personal care products. If proposed strategies are implemented by retailers of these products, supply interruptions can be minimized.
Originality/value
The study contributes to the knowledge of the retail supply chain during a pandemic. It also contributes to the supply management and resilience of retailers. As the context is a developing country, the study also contributes to the literature on developing countries.
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This paper aims to use the advertisements of three major brands – Chymol, Formamint and Lifebuoy Soap – to examine how advertisers responded to the 1918–1919 influenza pandemic in…
Abstract
Purpose
This paper aims to use the advertisements of three major brands – Chymol, Formamint and Lifebuoy Soap – to examine how advertisers responded to the 1918–1919 influenza pandemic in Great Britain influenza pandemic. It looks particularly at the ways in which marketing strategies changed and how these strategies were enacted in the lexical and semiotic choices (e.g. language, image, colour, typography, texture, materiality, composition and layout) of advertisements.
Design/methodology/approach
A total of 120 advertisements for the three brands were collected from the British Newspaper Archive and analysed using the theory and analytical tools of multimodal critical discourse analysis. The general themes and semiotic structures of the advertisements were identified, with the aim of deconstructing the meaning potentials of verbal and visual resources used to convey ideas about the pandemic, and how they work to shape public understanding of the products and make them appear as effective and credible.
Findings
Each brand rapidly changed their marketing strategy in response to the influenza pandemic, using such techniques as testimonials, hyperbole, scaremongering and pseudoscientific claims to persuade consumers that their products offered protection. Whilst these strategies may appear manipulative, they also had the function of fostering reassurance and sympathy amongst the general public in a moment of turmoil, indicating the important role of brands in building consumer trust and promoting a sense of authority in early twentieth-century Britain.
Originality/value
Exploring the way in which advertisers responded to the 1918‐1919 influenza pandemic reminds us of the challenges of distinguishing legitimate and illegitimate medical advice in a fast-moving pandemic and highlights the need to cast a critical eye to the public health information, particularly when it comes from unofficial sources with vested interests.
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Marco Curreli and Sladjana Sandy Rakich
The purpose of this commentary is to describe how Omni Nano has designed and implemented a model for teaching Nanotechnology to high school students.
Abstract
Purpose
The purpose of this commentary is to describe how Omni Nano has designed and implemented a model for teaching Nanotechnology to high school students.
Design/methodology/approach
This commentary describes the Omni Nano program and the approach taken to support high school science teachers to include Nanotechnology education in their STEM programs.
Findings
The program findings are determined from qualitative teacher and student program surveys and informal interviews. The strong positive comments indicate that Omni Nano is successful at sparking students’ interest in nanotechnology and teaching nanotechnology concepts effectively.
Practical implications
The Omni Nano model demonstrates how complex STEM topics such as Nanotechnology can be designed and implemented effectively to promote student learning.
Originality/value
As the field of nanotechnology continues to evolve, high schools will need to provide additional coursework to scaffold student development and meet the demand for nanotech careers. Omni Nano has developed the first nanotechnology curriculum for high school students.
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Michael Ottenbacher, Simone Busam, Robert James Harrington and Joachim Allhoff
This study aims to examine the factors of the vegan lifestyle on the travel experience. Special emphasis was placed on difficulties during travel and influencing factors for…
Abstract
Purpose
This study aims to examine the factors of the vegan lifestyle on the travel experience. Special emphasis was placed on difficulties during travel and influencing factors for destination choice.
Design/methodology/approach
The vegan lifestyle has emerged as a growing market. The dietary reference is well-known, but the impact of the vegan lifestyle on tourism has received less attention. Earlier researchers have cited motivations of ethics, the environment and health as key. An online survey was conducted within the target group of vegans to provide more understanding of vegan tourism.
Findings
A few participants stated that they refused to visit countries due to too high meat consumption or due to long flight distances. Nature was named as the most decisive factor for choosing a travel destination among the respondents. Problems that might arise were mainly the general lack of awareness about veganism, as well as the confusion between vegetarianism and veganism in the destinations. Most respondents indicated that these problems were generally prepared for during the pre-planning process.
Research limitations/implications
Research on vegan tourism is a relatively unexplored niche topic, the study used related topics adapted to a vegan tourism context.
Practical implications
Enhanced education about veganism among tourism service providers would be desirable to counteract such problems in the future and make the travel experience more carefree for vegans.
Originality/value
There has been little research in the field of vegan tourism, thus, this study provides valuable information on the needs and challenges of this growing market.
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Wuraola Peter and Barbara Orser
This study examines why low-wealth women entrepreneurs forgo mobile enabled money services and government supported micro finance for informal, community-based revolving loans in…
Abstract
Purpose
This study examines why low-wealth women entrepreneurs forgo mobile enabled money services and government supported micro finance for informal, community-based revolving loans in rural Nigeria.
Design/methodology/approach
Thematic analysis of 25 interviews with women in rural, south-west Nigeria. Entrepreneurial ecosystem theory, in the gendered context of micro finance and community-based lending, is employed.
Findings
This study explains the paradox of forgoing seemingly accessible mobile enabled credit, and formal credit schemes (e.g. micro-finance programs) for informal, one-on-one borrowing. Convenience and trust-based relationships with respected community members ease the burden of time scarcity and vulnerability associated with formal capital. Flexible terms, autonomy, self-reliance and knowing who one is dealing with make Esusu a preferred source of finance. Findings are discussed in the context of gendered entrepreneurial ecosystems in which participants conduct business.
Research limitations/implications
The sample is not representative of women entrepreneurs in rural Nigeria. Survivorship bias is acknowledged. Further research is needed on the psychological risks of informal capital and the benefits of community-based lending.
Practical implications
Measures to scale mobile enabled credit, without commensurate interventions to address time management and other structural issues that confront women traders, limit their utility and impacts. Power differentials between women traders and lenders must also be considered in the design of lending products. Training of women traders and formal lenders should incorporate curricula about gender gaps in capital markets and systematic gender challenges to support entrepreneurs who seek to grow beyond subsistence enterprises.
Originality/value
This study documents decision criteria that motivate informal rural women traders to employ community-based revolving credit or Esusu. Findings inform measures to increase women entrepreneurs' access to capital in a rural sub-Saharan Africa contexts.
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