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Article
Publication date: 26 July 2021

Mona Jami Pour, Khadije Rafiei, Monireh Khani and Atena Sabrirazm

In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The…

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Abstract

Purpose

In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The application of gamification has become a priority for marketers as a new way of exploiting customers. Despite the increasing use of gamification mechanisms in marketing activities, there remain limitations. Although there is extensive literature in the field of customer experience and gamification, few studies have empirically examined how gamification influences customer experience by considering the mediating role of brand engagement in the online retailing context.

Design/methodology/approach

To obtain this aim, a cross-sectional survey was used. The statistical population was customers of online grocery retailers. The convenience sampling technique was used as a sampling technique. Out of 402 received questionnaires, 384 were selected for analysis. Structural equation modeling approach was applied to test the research hypotheses using AMOS 24 and SPSS 22 software.

Findings

The results indicated that all research hypotheses were supported. Gamification has a significant and positive impact on customer experience, gamification has a positive and significant effect on user customer brand engagement and customer brand engagement has a positive and significant impact on customer experience. Also, it revealed that customer brand engagement mediates between gamification and customer experience.

Originality/value

A review of the digital marketing literature reveals that there are few empirical studies, which adequately examined significant effective factors of customer experience in online grocery retailing; despite, the majority of researchers consider customer experience as the most important concept in digital marketing. The main contribution of this study is to examine the role of gamification on customer experience through the mediating role of customer engagement in the online grocery context. It adds value to the digital marketing and online retailing literature by providing new insight about determinants of customer experience in online grocery.

Details

Nankai Business Review International, vol. 12 no. 3
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 23 October 2020

Stephanie Hui-Wen Chuah, Eugene Cheng-Xi Aw and Ming-Lang Tseng

The purpose of this study is threefold, which is as follows: investigate the mediating effect of brand fan page attractiveness on the relationship between user…

Abstract

Purpose

The purpose of this study is threefold, which is as follows: investigate the mediating effect of brand fan page attractiveness on the relationship between user gratifications and customer engagement with brand fan pages, determine whether fan page agility moderates this effect and examine the influence of fan page engagement on customers' share of wallet and resistance to negative brand information.

Design/methodology/approach

By using an online questionnaire, 614 valid responses were obtained from the followers of multiple Facebook brand fan pages. Partial least squares-structural equation modelling (PLS-SEM) was used to analyse the data.

Findings

The results indicate that fan page attractiveness mediates the relationship between user gratifications and fan page engagement. However, this relationship is moderated by fan page agility. Fan page engagement increases customers' share of wallet and resistance to negative brand information. This finding suggests that creating fan page content and interactions that are attractive to customers is not sufficient for promoting engagement; brand fan pages must also be agile to customers' changing needs and competitors' moves.

Originality/value

By proposing and testing a novel moderated mediation effect, this study enriches the uses and gratifications theory (UGT) and provides new insights into the underlying mechanisms and boundary factors driving fan page engagement. In addition, this study contributes to the customer engagement literature by introducing share of wallet and resistance to negative brand information as outcome variables.

Details

Internet Research, vol. 31 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 16 September 2020

Tingting Zhang, Melissa F. Jahromi, Nan Hua and Lu Lu

Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the…

Abstract

Purpose

Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the motivational factors driving customer brand engagement in social commerce activities within the hospitality sectors.

Design/methodology/approach

Guided by self-determination theory, this research examined both intrinsic and extrinsic motivation factors by surveying 588 hospitality customers in a structured questionnaire.

Findings

The results showed that intrinsically customers were motivated by knowledge, accomplishment and stimulation; while extrinsically customers were motivated by external and introjected regulation to affect their cognitive, affectional and behavioral engagement with hospitality brands through social commerce activities.

Originality/value

Given the emerging trends in customer brand engagement practices within the context of social commerce, this study investigates an understudied phenomenon and its relational drivers, which reveals its theoretical significance.

研究目的

社交电商是相对新型的概念, 其强调通过社交工具来达成电子商务交易。本论文探索其促使顾客参与到酒店品牌的社交电商活动中的各项促进因素。

研究设计/方法/途径

本研究以自决理论(SDT)为理论基础, 通过以结构问卷的形式, 调研588名酒店顾客, 来检测顾客参与的内因和外因各种因素。

研究结果

研究结果表明顾客内在驱动力源自于知识、成就、和激发等因素; 顾客外在驱动力源自于外部控制和联合控制等因素以影响其在认知、感官、和行动方面顾客参与酒店品牌的社交电商活动中来。

研究原创性/价值

由于社交电商的顾客参与行为是行业中的新兴趋势, 因此本论文研究了一个在学术上研究不足的领域以及其驱动力因素, 从而证实了本研究的理论价值。

Article
Publication date: 1 March 2021

David Gligor and Sıddık Bozkurt

The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments…

1494

Abstract

Purpose

The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE.

Design/methodology/approach

This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior.

Findings

The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement.

Originality/value

This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Article
Publication date: 8 October 2020

Ding Hooi Ting, Amir Zaib Abbasi and Sohel Ahmed

This study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.

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Abstract

Purpose

This study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.

Design/methodology/approach

A correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.

Findings

Empirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.

Research limitations/implications

The findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.

Practical implications

Decision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.

Social implications

The results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.

Originality/value

The participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 December 2020

Muhammad Hasnain Abbas Naqvi, Yushi Jiang and Mishal Naqvi

This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate…

Abstract

Purpose

This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty, and Recommendation.

Design/methodology/approach

A survey questionnaire was administered to 320 Facebook users in Pakistan. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty and recommendation. The data were analyzed using PLS-SEM to test a model developed under the stimulus–organism–response perspective.

Findings

Each community attribute significantly affected customer engagement, which was further found to mediate the relationship from these attributes through to customer satisfaction and then to brand loyalty and recommendation.

Originality/value

An original model hypothesized from the stimulus–organism–response framework was validated among an emerging market sample, highlighting the role of customer engagement with e-brand communities in mediating the effects of information and service quality on customer satisfaction.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 23 January 2021

Jitender Kumar

The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the…

1745

Abstract

Purpose

The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous impact of dual foci of engagement in creating equity for the brand. The role of sense of community is explored as a moderator in influencing customer engagement.

Design/methodology/approach

The sample is composed of the members of Facebook-based brand communities. An internet survey of 833 subjects provides data to test the theoretical model with the help of structural equation modelling using AMOS 21.

Findings

The empirical investigation supports the proposed theory except for a few counterintuitive findings. Psychological ownership with the brand and the brand community has a direct effect on customer engagement with the brand and the brand community, respectively. A brand-based value-congruity has a direct effect on brand engagement; however, community-based value-congruity has an indirect effect on brand community engagement through brand community psychological ownership. The moderating effect of sense of community on engagement is also observed. Engagement with dual foci explained a substantial proportion of the variance in brand equity.

Research limitations/implications

A student sample, cross-sectional research design and a limited number of constructs in the nomological network to explore engagement in an online brand community constitute few limitations of this study. Customer engagement with dual foci has major implications for both the researchers and practitioners dealing with online brand communities.

Practical implications

To engage customers in online brand communities, dual foci should be the objective of management. A sense of ownership towards the brand and value-congruity with the brand should be aimed to engage customers with the brands; brand community psychological ownership and value-congruity with the community should be embraced by the firms to achieve brand community engagement. A high sense of community also needs to be promoted for strengthening dual foci engagement that further generates brand equity.

Originality/value

Customer brand engagement and brand community engagement had been studied separately in literature ignoring the fact that brand is the raison d’etre of the community. Taking a dual object engagement perspective, this study has charted out different routes of how to generate brand equity using online brand communities.

Article
Publication date: 23 December 2020

Daniela Menezes Garzaro, Luís Fernando Varotto and Samara de Carvalho Pedro

In this work, the author verified the effect of interactivity and social presence on engagement with bank customers, how much these relationships affect the experience…

2044

Abstract

Purpose

In this work, the author verified the effect of interactivity and social presence on engagement with bank customers, how much these relationships affect the experience with the brand and their effect on satisfaction and loyalty, while highlighting the differences between the digital service channels (websites and apps).

Design/methodology/approach

The author conducted a survey, collecting responses from 390 users of banking websites and mobile banking. Structural equation modeling (SEM) analyzed the data, with the use of the PLS-MGA group method.

Findings

Results reveal the positive effects of interactivity and social presence on brand engagement and positive associations between brand engagement, brand experience, satisfaction and loyalty. The results also reveal that brand experience completely mediates the effect of brand engagement on satisfaction and that the effect of social presence on engagement is higher for users of banking websites versus users of mobile banking apps.

Research limitations/implications

There is a possibility of different results in cultures where the use of IT and the use of digital platforms of banking technology are less intense. Furthermore, other segments, besides banking, could be an opportunity to improve knowledge about these effects.

Practical implications

This study contributes to practice by showing the importance of interactive elements and social presence in digital channels to generate engagement with the brand, resulting in more positive experiences that increase bank customer satisfaction and loyalty.

Social implications

This study confirms the relationships between interactivity, social presence and engagement, also confirming that social presence mediates the relationship between interactivity and brand engagement.

Originality/value

An important original contribution is the effect of engagement as an antecedent of the experience with the brand, which results in elevated satisfaction and loyalty of the bank customer.

Details

International Journal of Bank Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 2 October 2018

John Paul Basewe Kosiba, Henry Boateng, Abednego Feehi Okoe Amartey, Robert Owusu Boakye and Robert Hinson

In recent times, there has been a growing research interest in customer engagement; however, there is a paucity of empirical evidence on the drivers and outcomes of…

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Abstract

Purpose

In recent times, there has been a growing research interest in customer engagement; however, there is a paucity of empirical evidence on the drivers and outcomes of customer engagement such as brand loyalty. Furthermore, the customer engagement and brand loyalty literature have paid little attention to trustworthiness, even though it has the potential of explaining customer engagement, brand loyalty and their relationships. Consequently, the purpose of this paper is to ascertain the drivers of customer engagement and its relationship with brand loyalty in the context of retail banking in Ghana.

Design/methodology/approach

The authors employed the survey research design. The authors collected data from retail banking customers in Ghana using the intercept approach. There were 385 respondents. The authors analysed the data using the structural equation modelling approach.

Findings

The results show that trustworthiness drives customer engagement which results in brand loyalty. The findings reveal that trustworthiness is defined through integrity, benevolence and ability while customer engagement is defined via emotional engagement, cognitive engagement and behavioural engagement.

Originality/value

This study examines the impact of trustworthiness on customer engagement and brand loyalty. It shows the mediating role of customer engagement in the relationship between trustworthiness and brand loyalty.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 12 August 2020

Imran Khan, Mobin Fatma, Vikas Kumar and Sara Amoroso

The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers'…

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Abstract

Purpose

The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.

Design/methodology/approach

Data were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.

Findings

Results showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.

Practical implications

This study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.

Originality/value

Examining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.

Details

Marketing Intelligence & Planning, vol. 39 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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