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Article
Publication date: 27 June 2020

Jamid Ul Islam, Shadma Shahid, Aaleya Rasool, Zillur Rahman, Imran Khan and Raouf Ahmad Rather

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

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1531

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

International Journal of Bank Marketing, vol. 38 no. 6
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 3 May 2021

Shadma Shahid, Jamid Ul Islam, Rahela Farooqi and George Thomas

This study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 7 December 2020

Amir Zaib Abbasi, Muhammad Asif, Linda D. Hollebeek, Jamid Ul Islam, Ding Hooi Ting and Umair Rehman

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 6 February 2018

Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek

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…

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7013

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

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Article
Publication date: 6 May 2017

Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek

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…

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4324

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Marketing Intelligence & Planning, vol. 35 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 September 2016

Jamid Ul Islam and Zillur Rahman

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…

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5354

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Management Decision, vol. 54 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 6 March 2017

Owais Nazir and Jamid Ul Islam

The purpose of this paper is to examine the relationships between perceived organizational support, employee engagement, employee performance and affective commitment in…

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14633

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

South Asian Journal of Business Studies, vol. 6 no. 1
Type: Research Article
ISSN: 2398-628X

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Article
Publication date: 17 January 2020

Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam and Zillur Rahman

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in…

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2902

Abstract

Purpose

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context.

Design/methodology/approach

To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed.

Findings

Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment).

Research limitations/implications

This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context.

Practical implications

Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect.

Originality/value

Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

Details

Journal of Services Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 23 July 2021

Anushree Tandon, Puneet Kaur, Namita Ruparel, Jamid Ul Islam and Amandeep Dhir

Scholars are increasingly focusing on the adverse effects of digitization on human lives in personal and professional contexts. Cyberloafing is one such effect and…

Abstract

Purpose

Scholars are increasingly focusing on the adverse effects of digitization on human lives in personal and professional contexts. Cyberloafing is one such effect and digitization-related workplace behavior that has garnered attention in both academic and mainstream media. However, the existing literature is fragmented and needs to be consolidated to generate a comprehensive and contemporary overview of cyberloafing research and map its current intellectual boundaries. The purpose of this paper is to shed some light on systematic literature review (SLR) in cyberloafing and cyberslacking in the workplace.

Design/methodology/approach

A SLR is conducted to assimilate the existing research. A total of 87 studies selected through a robust protocol are analyzed through content analysis.

Findings

A total of four thematic research areas and inherent gaps are identified, including conceptualization, operationalization, antecedents and stakeholders and consequences. Results are used to assimilate thematic gaps and potential research questions (RQs) to be addressed by future scholars. To advance cyberloafing research, the authors propose a theoretically grounded comprehensive framework based on the SLR findings.

Originality/value

Our study's novelty rests in its state-of-the-art synthesis of cyberloafing research, which encompasses a broader scope than prior SLRs. Furthermore, developing a theoretically grounded comprehensive framework for advancing future research is a unique contribution of this study.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 18 April 2017

Jamid Ul Islam and Zillur Rahman

This study aims to explore the awareness and willingness of Muslim Indians toward Islamic banking. Subsequent to financial crises during the past few decades, Islamic…

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3202

Abstract

Purpose

This study aims to explore the awareness and willingness of Muslim Indians toward Islamic banking. Subsequent to financial crises during the past few decades, Islamic banking has attained global acceptance and has gained a momentum in emerging economies as a substitute for the conventional (interest-based) banking. As India ranks third in terms of Muslim population globally, it is quite spontaneous to analyze the concept of Islamic banking in an Indian perspective.

Design/methodology/approach

To collect data, adopting purposive sampling, a sample of 290 Indian Muslims was surveyed in Delhi National Capital Region of India using a self-structured questionnaire. Appropriate statistical tools were applied to analyze the data.

Findings

The results concede that majority of the respondents lack an understanding of how Islamic banking works. The results further concede that majority of the respondents are willing to go for Islamic banking if informed properly and offered better customer experience. The results suggest that Islamic banking organizations need to frame effective communication strategies to increase awareness among the populace about how Islamic banking operates.

Practical implications

If approached strategically, one would expect India to be a huge market for Islamic banking. By offering a preliminary understanding about the awareness and willingness of Indian Muslims, this study can prove helpful for organizations to design and deliver informative advertising campaigns to inform potential customers about Islamic banking operations and to ensure the ability to provide efficient service before starting the operations in any country for the first time.

Originality/value

By exploring the awareness and willingness of Indian Muslims, the current study takes an important research gap into account and, therefore, enriches the existing Islamic banking literature.

Details

International Journal of Islamic and Middle Eastern Finance and Management, vol. 10 no. 1
Type: Research Article
ISSN: 1753-8394

Keywords

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