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1 – 4 of 4Muhammad Sohaib, Asif Ali Safeer and Abdul Majeed
The social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on…
Abstract
Purpose
The social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on predicting brand evangelism (BEM) via perceived values, including functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating influence of customer experience (CX) on brand evangelism in the luxury hotel sector.
Design/methodology/approach
This study recruited 405 regular travelers to participate in an online survey. Following meticulous data curation, the empirical analysis was performed on 363 responses using structural equation modeling.
Findings
The findings revealed that FCSMC substantially impacted perceived values, including FV, EV and SV, as well as BEM. Likewise, perceived values, including FV and EV, were positively associated with BEM. In addition, this study revealed that CX exhibited significant predictive capability with its direct and moderating effects on BEM in the luxury hotel sector.
Originality/value
This original research advances the uses and gratifications theory and attribution theory. It provides novel theoretical insights and practical recommendations for the luxury hotel sector.
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Davood Ghorbanzadeh, Diyorjon Abdullaev, Teddy Chandra, Eiman Abdelgabr Abdelsamie Allam and Mazhar Abbas
This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand…
Abstract
Purpose
This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands.
Design/methodology/approach
Based on quantitative research and convenience sampling, data for the study were collected from 480 marketing students in Tehran, Iran. The research model is tested using partial least squares structural equation modeling (PLS-SEM).
Findings
The results showed that all the sensory attributes of OMI positively influenced consumers’ brand experience. Among the structural attributes of OMI, only spatial mental imagery positively influenced consumers’ brand experience, while autonomy and kinesthetic mental imagery did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship.
Originality/value
This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which helps brands maintain sustainable development in a competitive business environment.
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Sohail Kamran and Outi Uusitalo
The present study aimed to provide an understanding of the roles of community-based financial service organizations (i.e. rotating savings and credit associations [ROSCAs] as…
Abstract
Purpose
The present study aimed to provide an understanding of the roles of community-based financial service organizations (i.e. rotating savings and credit associations [ROSCAs] as institutional pillars in facilitating low-income, unbanked consumers’ access to informal financial services).
Design/methodology/approach
Semi-structured interviews were conducted with 39 low-income, unbanked consumers participating in ROSCAs in Pakistan, where only 21% of adults have a bank account and almost four out of five individuals live on a low income. The obtained data were analyzed using the thematic analysis technique.
Findings
ROSCAs’ regulatory, sociocultural and cognitive aspects facilitate low-income, unbanked consumers’ utilization of informal financial services owing to their approachability by, suitability for, and fairness to such consumers. Thus, they promote such consumers’ financial inclusion.
Practical implications
Low-income consumers are mostly unable to access formal financial services due to the existing supply- and demand-side impediments. Understanding ROSCAs’ institutional functioning can help formal financial service providers create more transformative financial services based on the positive institutional aspects of ROSCAs to enhance poor consumers’ financial inclusion and well-being.
Social implications
The inclusion of low-income, unbanked consumers in formal banking services will help them better control their finances.
Originality/value
Many low-income, unbanked consumers in developing countries utilize informal financial services to meet their basic financial needs, but service researchers have rarely investigated how informal financial institutions function. The present study showed that ROSCAs, as informal institutions, meet low-income, unbanked consumers’ personal, social and financial needs in a befitting manner, which encourages such consumers to use the financial services offered by ROSCAs.
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Damianos P. Sakas, Nikolaos T. Giannakopoulos, Marina C. Terzi, Ioannis Dimitrios G. Kamperos and Nikos Kanellos
The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in…
Abstract
Purpose
The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in the ongoing coronavirus disease 2019 (COVID-19) crisis.
Design/methodology/approach
To extract the required outcomes, the authors gathered data from the five biggest Fintech websites and YouTube channels, performed multiple linear regression models and developed a hybrid (agent-based and dynamic) model to assess the performance connection between their video marketing analytics and vulnerable website customers’ brand engagement.
Findings
It has been found that video marketing analytics of Fintechs’ YouTube channels are a decisive factor in impacting their vulnerable website customers’ brand engagement and awareness.
Research limitations/implications
By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers’ engagement and awareness. Higher levels of vulnerable customers’ brand engagement and awareness tend to decrease their vulnerability by enhancing their financial knowledge and confidence.
Practical implications
Fintechs should aim to increase the number of total videos on their YouTube channels and provide videos that promote their customers’ knowledge of their services to increase their brand engagement and awareness, thus reducing their vulnerability. Moreover, Fintechs should be aware not to over-post videos because they will be in an unfavorable position against their competitors.
Originality/value
This research offers valuable insights regarding the importance of video marketing strategies for Fintechs in promoting their vulnerable website customers’ brand awareness during crisis periods.
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