Search results

This paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention.

Using an online survey, data were collected from 598 customers of various (public and private) banks in India. Structural equation modeling was used to analyze the data.

Results reveal that the key website attributes viz. website interactivity, website aesthetics, customization, ease of use and telepresence positively affect CE. The results also delineate positive associations between CE, customer trust and customer retention.

This paper unravels that by strategically focusing on the relational dynamics of CE, banks can build trust and retain their most valuable stakeholders – the customers, thereby addressing the crucial strategic concerns of banking firms.

This research is the first to explore the effects of key website attributes on CE in the banking context. The undertaking of this study in an emerging economy adds further insight into CE literature by generalizing the applicability of CE studies across geographic contexts.

Due to a staggering growth rate in the recent past, halal products have attained a significant attention of marketers across countries. However, marketing practitioners seek to have detailed understanding of what drives consumers of different demographics towards this product category so as to better market and position themselves in the competitive landscape. Correspondingly, this study aims to provide insights into the Muslim women consumers’ halal cosmetics purchase behaviour and examines the variables (and their interplay) when purchasing such products.

The data for the study were collected through a self-administered questionnaire from 371 Muslim respondents from India. The data were analysed through structural equation modelling using AMOS 22.0 SEM software.

The findings of this study reveal that religious knowledge, religious commitment and halal certification(s) affect consumers’ actual purchase behaviour of halal cosmetics, which subsequently drives their repurchase intention. The findings further reveal a non-significant effect of religious orientation with both the actual purchase behaviour and repurchase intention towards halal cosmetics. Additionally, actual purchase behaviour of halal cosmetics is found to positively affect customers’ repurchase intentions.

Despite the recent growth of overall beauty industry, this particular segment of halal cosmetics has a huge potential given the phenomenal preference that Muslim consumers have shown in such niche. Therefore, this paper contributes towards examining the key factors influencing consumers purchase behaviour towards halal cosmetics in India that can be capitalized on.

This study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.

The data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.

The findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.

By uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.

After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes.

The structural model results show that consumers’ affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers’ cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers’ esports-related purchase intent or word-of-mouth behaviors.

The findings reveal that a strategic focus on consumers’ esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement’s strategic value as a key esports gaming metric.

Empirical research into the role of consumers’ esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers’ cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games.

The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty.

Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data.

The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships.

This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty.

This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.

The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context. This study also examines the effect of CE on consumers’ ensuing purchase intention.

Using a survey incorporating the Big Five model of personality, 390 responses were collected from students who were members of at least one Facebook-based OBC. Structural equation modeling was used to analyze the data.

The results reveal that extraversion represents the strongest driver of CE in OBCs, followed by openness to experience, neuroticism and agreeableness. Conscientiousness was found to be negatively related to CE. The findings also indicate a positive association between CE and purchase intention.

This paper highlights the ways in which marketers can capitalize on consumer personality traits and develop corresponding strategies that will not only increase CE in OBCs, but also consumers’ ensuing purchase intent for specific offerings.

This research is among the first to demonstrate and empirically validate insight into the ways in which consumer personality traits drive CE in OBCs. This study, thus, adds to the rapidly developing research stream on CE by exposing and empirically validating an integrated set of influential consumer personality-based antecedents of CE, and examining key ensuing outcomes of CE.

Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.

We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.

The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.

We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.

The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.

While the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable.

To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed through structural equation modelling.

Results corroborate brand relationship quality and consumer community identification as critical drivers of consumer engagement on the online platforms. The results further reveal a positive association between consumer engagement and brand love which consequently foster positive word of mouth. The findings also corroborate the partial as well as full mediating role of consumer engagement on different proposed associations.

This study offers an in-depth insight of specific motivations to engage consumers in the virtual domain, make them adore their brands and spread a positive word. All of these outcomes are crucial in offering competitive advantages to firms. This study validates the relevance of consumer engagement interactions in contemporary firms’ relationship marketing strategies.

To understand how customer engagement has been researched in the last decade, the purpose of this paper is to provide a systematic review of customer engagement research in the existing literature, derive a comprehensive definition of customer engagement and summarize few important and basic issues that future research should address.

An extensive literature review was carried out on customer engagement spread over 38 journals identified from online academic databases of Scopus, Emerald, EBSCOS and Science Direct. A total of 66 conceptual and empirical articles on customer engagement research spanning from 2005 to 2015 were analyzed based on different classification schemes.

Customer engagement is becoming a key concept in marketing. Customer engagement is a multi-dimensional concept comprising of cognitive, emotional, behavioral and social dimensions. The theoretical foundations of this concept predominantly lie with relationship marketing and service-dominant logic. Research on customer engagement has gained a significant pace in the last six years (2010-2015) but most of the articles on customer engagement have come from developed countries.

By providing the distribution schema of customer engagement articles based on different criteria and by highlighting the future research avenues, this study is believed to serve as a valuable tool for researchers to understand the current scenario of customer engagement research in the marketing discipline and take this research area forward. This study acknowledges limitations with respect to its exclusive search criteria, which might affect its generalizability.

This study exhibits the favorable outcomes organizations can derive by building and managing an engaged customer base. The more an organization knows about how to engage its customers, the better adept it will be to enact so. Therefore, understanding customer engagement is imperative in that regard; this review will help organizations comprehend that better.

This is the first systematic review of customer engagement that provides a detailed understanding of the current state of customer engagement research on a single platform and also draws a comprehensive customer engagement conceptualization.

The purpose of this paper is to examine the relationships between perceived organizational support, employee engagement, employee performance and affective commitment in the context of Indian higher education.

Data were collected from 410 employees from various higher educational institutes of India using a self-administered questionnaire. Structural equation modeling was used to analyze the data.

The results revealed a positive influence of perceived organizational support on employee performance and affective commitment. Moreover, these relationships have also been found to be mediated by employee engagement.

The study serves as guide for the development of influential strategies to develop and retain a well engaged, competent and committed workforce at higher educational institutes in India.

The study enriches the organizational behavior literature by identifying and empirically validating some antecedents and consequences of employee engagement in the context of Indian higher education where such studies are scant.