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1 – 6 of 6Peilin Zhang, Najmul Hasan, Raymond Chiong and Chih-Wei (Fred) Chao
The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for…
Abstract
Purpose
The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.
Design/methodology/approach
The authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.
Findings
The authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.
Originality/value
There are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.
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Sevenpri Candra, Edith Frederica, Hanifa Amalia Putri and Ooi Kok Loang
This study aims to analyze the effects of performance expectancy, effort expectancy, social influence and facilitating conditions on the behavioral intention of using mobile…
Abstract
Purpose
This study aims to analyze the effects of performance expectancy, effort expectancy, social influence and facilitating conditions on the behavioral intention of using mobile health applications, especially during and after the COVID-19 pandemic.
Design/methodology/approach
A survey was developed using an online survey platform and distributed to Indonesian consumers for three weeks, and 149 usable responses were obtained. The principal component analysis, linear regression and analysis of variance tests were performed to test the validity and reliability of the measurement model and the hypothesized relationships among constructs.
Findings
Surprisingly, unlike previous studies on IT adoption, the findings show that social influence has no significant impact on behavioral intention. Facilitating conditions have a very weak to almost no significant impact on behavioral intention to use mobile health applications.
Research limitations/implications
This research is conducted during pandemic COVID-19 where using mobile health apps is a must. In the future this research can be expanded as comparison study after the pandemic COVID-19 stated.
Practical implications
The result implies that digital technologies adoption intention is strongly affected by performance expectancy and effort expectancy, with performance expectancy as the most significant predictor. Nonetheless, the interaction of performance expectancy, effort expectancy, social influence and facilitating conditions influences behavioral intention significantly. Therefore, social influence and facilitating conditions are still important even with very insignificant effects.
Originality/value
To improve consumers’ behavioral intention to use mobile health applications, application providers should promote mobile health applications as useful telemedicine tools by primarily focusing on the application performance and usage experience.
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In parallel with technological developments, mobile devices have become an important part of our daily lives. Nowadays, people, particularly generation Z, actively engage with the…
Abstract
Purpose
In parallel with technological developments, mobile devices have become an important part of our daily lives. Nowadays, people, particularly generation Z, actively engage with the Internet and mobile technologies, including smartphones. The new technologies have also made electronic learning (e-learning) and mobile learning (m-learning) tempting for learners in higher education. Despite the growing use of m-learning, particularly in developed countries, its utilization in higher education is still at its early stage and far from its potential. This study investigates the university students' acceptance of using m-learning with smartphones in a developing country context.
Design/methodology/approach
Quantitative data collected through conducting questionnaires with 405 higher education students in Turkey were analyzed with structural equation modelling.
Findings
The findings show that the acceptance of using m-learning is affected by several factors, including perceived enjoyment, complexity and facilitating conditions. The findings are particularly relevant in the current context, where the COVID-19 pandemic has pushed many higher education institutions to adapt m-learning systems to enhance student learning experiences.
Originality/value
This study's findings offer fresh and important insights that can be used by m-learning developers and educators for designing m-learning systems and using m-learning applications in enhancing students' experience and performance with m-learning.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2021-0516.
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Arkadiusz Kawa and Wojciech Zdrenka
The purpose of this study is to identify the factors that create value for the customer in the area of e-commerce logistics and to verify whether these factors impact online…
Abstract
Purpose
The purpose of this study is to identify the factors that create value for the customer in the area of e-commerce logistics and to verify whether these factors impact online retailers' performance through customer satisfaction and customer loyalty in a business to customer (B2C) area.
Design/methodology/approach
For the purpose of the study, a model of logistics value in e-commerce was introduced. The model was proposed based on the literature review. A total of 592 correctly filled questionnaires from telephone and web interviews [computer-assisted telephone interview (CATI) and computer-assisted web interview (CAWI)] were studied. The exploratory factor analysis (EFA) and structural equation modeling (SEM) were conducted in the study.
Findings
It was confirmed that four of five defined logistics value dimensions have positive impact on customer satisfaction. These dimensions are communication of delivery status, convenience of receipt, reception experience and convenience of return. The influence of speed of delivery on customer satisfaction was not confirmed. It was also confirmed that customer satisfaction has a positive impact on customer loyalty and that customer loyalty positively impacts online retailers' performance.
Originality/value
The study contributes to the current understanding of the influence of logistics factors on online retailers' performance through customer satisfaction and customer loyalty. There have been few studies that concern logistics value in e-commerce, with particular emphasis on above-mentioned relations. It is especially an important issue due to the fact that logistics can potentially lead to gain a competitive advantage in e-commerce.
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Souad Nassir, Imane Lebdaoui, Youssef Chetioui and Hind Lebdaoui
Despite the digitalization reforms attempting to enhance public service quality, paper-based tendering is still widely used in a number of developing countries (i.e. Morocco)…
Abstract
Purpose
Despite the digitalization reforms attempting to enhance public service quality, paper-based tendering is still widely used in a number of developing countries (i.e. Morocco). This has led to many issues including waste of time, higher costs as well as labor-intensive issues. E-tendering has been widely recommended as a key resolution. Still, both scholars and practitioners raised concerns related the readiness of small and medium enterprises (SMEs) to this digitalization process. The current research aims to investigate the key drivers of SMEs intention to adopt electronic tendering in the context of an emerging African market (i.e. Morocco). Specifically, the authors focus on SMEs contributing to the public procurement process and registered in the online portal recently created by the Moroccan government.
Design/methodology/approach
To achieve this goal, the authors proposed a conceptual model combining the unified theory of acceptance and use of technology (UTAUT) and technology acceptance model (TAM). Based on data collected from suppliers participating in Moroccan public tenders, the authors empirically tested the conceptual model using a partial least squares (PLS) estimation.
Findings
Facilitating conditions and social influence had a positive impact on SMEs intention to adopt electronic tendering. The study’s findings also convey a negative impact of effort expectancy on SMEs intent to adopt e-tendering. Unexpectedly, perceived performance had no significant impact on the intention to adopt electronic bidding among Moroccan SMEs.
Originality/value
This research filled the gap in the literature with regards to SMEs e-Tendering readiness in emerging markets. With the recent digitalization reforms of public tendering in many developing economies (i.e. Morocco), the study findings can be used to improve not only government implementation of electronic bidding but also SMEs' user experience.
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Ricardo Ramos, Paulo Rita and Celeste Vong
This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential…
Abstract
Purpose
This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.
Design/methodology/approach
The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.
Findings
The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.
Research limitations/implications
The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.
Practical implications
Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.
Originality/value
To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.
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