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In the existing literature on crowdfunding project performance, previous studies have given little attention to the impact of investors’ hedonic value and utilitarian value on project results. In a crowdfunding setting, utilitarian value is somehow hard to satisfy due to information asymmetry and adverse selection problem. Therefore, the projects with more hedonic value can be more attractive for potential investors. Lucky draw is a method to increase consumer hedonic value, and it can influence investors’ behavior as a result. The authors hypothesize that projects with hedonic treatment (lucky draw) may have higher probability to win their campaign than others. The paper aims to discuss these issues.

A unique self-extracted two-year Chinese crowdfunding platform real data set has been applied as the analysis sample. The authors first employ propensity score matching methods to control for the endogeneity of hedonic treatment adoption (lucky draw). The authors then run OLS regression and probit regression in order to test the hypotheses.

The analysis suggests a significant positive relationship not only between project lottery adoption and project results but also between project lottery adoption and project popularity.

The results suggest that an often ignored factor – hedonic treatment (lucky draw) – can play an important role in crowdfunding project performance.

Although an integral component of many marketing communications strategies, relatively little has been written about the management of consumer sales promotions. Explores a framework that examines the relative importance of key factors on managers’ use of two consumer promotional tools: coupons and lucky draws. The results show that brand managers use trade and consumer sales promotions more extensively than media advertising, but do not consider sales promotions to be more effective in meeting objectives. The current sample of Singaporean supermarket managers heavily favors price‐oriented over non‐price promotions. Concludes that managerial use of sales promotions is influenced primarily by competition and short‐term pressures. The findings provide tentative support for the proposed framework.

Considering the popularity of the premium savings certificate (PSC) of the National Savings Bank of Malaysia (Bank Simpanan Nasional (BSN)) the paper aims to justify the Shari'ah compliancy of this product by analyzing its underlying contracts and to propose a Shari'ah compliant savings certificate, if the current practice is invalid in the Shari'ah.

Inductive methodology is first used to obtain a basic understanding of this product and the characteristics of Shari'ah approved contracts as well as the views of the jurists. Interviewing method is also used to acquire first‐hand information when the inductive method is not sufficient. Afterwards, an analytical approach is adopted to justify the validity of this contract with the Shari'ah principles. Finally, an innovative methodology is used to propose a Shari'ah compliant savings certificate.

The paper argues that the underlying contract used in PSC violates the conditions of wadi'ah contract, as in wadi'ah, the bank is not allowed to spend the money for investment, but in practice, BSN uses the money for investment. Therefore, the underlying contract in PSC turns into qard (loan) contract. Since the scholars unanimously declare that giving any kind of benefit like prizes to the creditor is riba, then PSC is considered as invalid according to the Shari'ah. On the other hand, although PSC might seem like gambling, it is different from gambling as the prizes given to PSC are from a third party. The paper proposes implementing mudarabah contract in PSC where the bank is allowed to invest according to its interest and the depositors share the profit and loss but the huge fluctuation of profit and loss could be shrunk by a special fund method.

In particular, it attracts the attention of BSN management to change their product's features. In general, it discovers a non‐Shari'ah compliant feature of savings certificates and outlines the feature of a Shari'ah compliant saving certificate for the practitioners of Islamic banking all over the world.

The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry.

A self-administered structure questionnaire was used to collect primary data from conveniently sampled 338 lucky draw winners in the Ghanaian telecommunication industry. A response rate of 67.1 percent was obtained for data analysis using structural equation modeling approach.

It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral brand loyalty through affective and conative brand loyalty. All hypothesized relationships among the sequential four-stage loyalty were confirmed, except the direct relationship between LDSP and behavioral brand loyalty.

The findings are limited to lucky draw winners in the telecommunication industry.

Marketers can increase brand loyalty and profit more from their customers through targeted programs with hedonic benefits to build strong commitment level (conative brand loyalty), strong favoritism (affective brand loyalty) and strong beliefs about the superiority (cognitive brand loyalty) of a brand.

Theoretically, this study fills the void of empirical studies on non-price sales promotion techniques of lucky draw and customer brand loyalty in the telecommunication sector in developing economy context, and contributes to the body of knowledge in the area of customer brand loyalty and LDSP.

This study aims to investigate whether gamified elements affect the use behaviour of young people (between age 12 and 25 years) on consumption-related mobile applications.

A survey was conducted on 151 young people between the ages of 12 and 25 years.

The results showed that use behaviour on consumption mobile applications was affected by gamification. Behavioural intention to use was affected by the performance expectancy (PE) and effort expectancy (EE) of mobile application designs. Mobile applications characteristics do not affect behavioural intention to use mobile applications but through the mediator mobile application designs.

This study also proposes mechanisms that explain how mobile apps characteristics affect EE and PE through app designs. Use behaviour is affected by Gamification elements. Affective need and social need link up uses and gratification (U&G) theory and unified theory of acceptance and use of technology (UTAUT)in gamification context. This study confirms the affective need affecting behavioural intention (Thongsri et al., 2018). In this regard, the mechanism between the relationship of affective need and behavioural intention was showed. Affective need through both PE and EE influencing behavioural intention.

Corporations should consider adding gamified elements into consumption-related mobile apps to increasing usage behaviour. Lucky draws, quizzes and games could be built in for mobile apps. Mobile app designs and characteristics could improve user experience by allowing consumers to perform their search and buying processes easily. Mobile app designs will not directly influence “behavioral intention to use” but use behaviour.

Practitioners need to look at the problem from technological and customer perspectives. From technological viewpoint, both mobile apps characteristics and design are important in affecting user behaviour. From customer’s perspective, it would be helpful to add gaming elements to the mobile apps and induce emotion. One may also use visual image to create an immersive experience on the development of storyline. Prospective customers might focus on what is going on in the story and pay less attention on its own logic. Thus, simply lucky draw might not have a true effect since player have its own belief working. A suitable story element could have positive effect on mobile apps use behaviour.

This study is one of the first to examine the association between gamification and use behaviour on consumption-related mobile applications. A new framework was proposed by integrating UTAUT model and U&G theory.

Marketing.

MBA/Postgraduate.

The case describes the situation faced by a sales manager of a commoditized product in a tough and competitive market. Aileron Consumer and Lighting Group (ACLG) was among the top ten fast moving consumer goods (FMCG) companies in the country while also being among the fastest growing companies in India and had a diverse portfolio ranging from trade lighting to commercial and institutional lighting. Sunil, the sales manager, after his training found himself in the Budhwar Peth market in Pune, Western India where he was expected to find a way to increase sales of compact fluorescent lamps (CFLs). The product was undifferentiated and the competition was extremely strong with large allocations to advertising and dealer support. Sunil realized that his only hope for achieving his sales targets was to organize a sales promotion. His team and he came up with three options for sales promotions – two trade promotions and one consumer promotion. Sunil had to make the right choice of sales promotion for his market and the situation he found himself in.

This case is well-suited for courses in sales and distribution management, marketing channels, sales promotions or promotion management. It can also be used in courses dealing with marketing strategy or integrated marketing communications. This case allows the instructor to discuss sales channel and sales promotion issues faced by sales managers in an Indian context.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing.

The purpose of this paper is to examine the joint effects of performance feedback, assigned goal levels and types of compensation schemes (i.e. fixed-pay, piece-rate and goal attainment bonus) on subordinates’ task performance.

A laboratory experiment was employed to collect data. The subjects consisted of a total of 133 Australian business executives. The study used ANCOVA for data analyses, controlling subject’s practice trial scores as covariate.

The results provide strong support for a three-way interaction between performance feedback, assigned goal levels and types of compensation schemes on subordinates’ task performance. Specifically, the results reveal that the reliance of a piece-rate compensation scheme resulted in higher task performance when compared to fixed-pay and goal attainment bonus compensation schemes in the presence of performance feedback and assigned difficult goal levels situations. In addition, the results reveal that a goal attainment bonus compensation scheme leads to higher task performance when compared to a fixed-pay compensation scheme in the presence of performance feedback and assigned difficult goal levels situations.

These findings have important implications for compensation schemes design in firms that aim to achieve higher employees’ performance and organizational effectiveness.

The purpose of this paper is to encourage and assist collection of adult‐level, graphic novels and book‐length comics by women, and to demonstrate the breadth and depth of such work.

This paper provides a brief history of women and independent comics, tracing the medium's development from the 1970s underground comix movement to the present day. Individual creators and their works are discussed.

In the early years of independent comics, many of the women creating them were consciously reacting to an overwhelmingly male‐dominated profession. There was a high degree of shock value in these early works. As time went on the comics still tended towards the autobiographical, but storytelling gained importance. Most of the women creating comics today are still doing so from a woman's point of view, but their target audience seems more universal.

Graphic novels are in increasing demand, both for scholarly and leisure reading. Guides to collecting graphic novels exist; however, the vast majority of the artists included in these guides are men. This paper fills a gap by introducing librarians to several women graphic novelists who have been overlooked thus far.

The purpose of this paper is to research the effect of uncertain rewards on the recommendation intention in referral reward programs (RRPs) and investigate the interaction of tie strength and reward type on the recommendation intention.

The research adopts a quantitative exploratory approach through the use of experiments. Study 1 adopted a 2×2 between-participants design ((reward type: certain reward vs uncertain reward)×(tie strength: strong tie vs weak tie)). Respectively, by manipulating uncertain probabilities and expected value, Studies 2 and 3 further explore the effect of uncertain rewards and tie strength on customers’ referral intention.

This paper finds the following: compared to certain rewards, customers’ referral intention under uncertain rewards is higher and positive experience has a mediating effect between reward type and recommendation intention; when only the recommender is rewarded, the tie strength between the recommender and the receiver moderates the effect of reward type on the recommendation intention; for strong ties, customers’ recommendation intention is higher in uncertain reward condition, but for weak ties, customers’ willingness to recommend is almost the same in both reward types; when both the recommender and the receiver are rewarded, although certain rewards have a higher expected value than uncertain and random rewards, for strong ties, the participants have a higher referral intention under random rewards than that under uncertain rewards, which have a higher referral willingness than that under certain rewards. Additionally, for weak ties, the reverse is true.

The research has both theoretical implications for research on uncertain rewards and tie strength and practical implications for marketing managers designing and implementing RRPs.

The purpose of this paper is to explain how individuals form microblogging habits and why they continue to use microblogs from the perspective of direction social networks.

Drawing on the social network theory and the social presence theory, the authors develop a theoretical framework to explain how individuals form microblogging habits and why they continue to use microblogs. To test the proposed model and examine its external validity, the authors collected data from two microblogs: Twitter and Sina Weibo.

Satisfaction and habit have a significant influence on microblogging continuance intention. Whereas, users’ microblogging habits are developed by two key factors – satisfaction and frequency of past behavior – that are further determined by social presence and social network centrality.

Larger sample size with diverse populations is highly recommended for future studies. In addition, exploring the distinct technical functionalities of microblogs when conceptualizing habit formation would be of benefit in future studies.

In this study, it was found that social presence increases both the satisfaction of users and the frequency of past use behavior. Hence, microblog designers should provide users with greater freedom to modify the form and content of their interface, and enable these modifications to be visible in real time to increase the interactivity of microblogs.

In contrast to past studies that have largely neglected the impacts of the directed social network structure, this study aims to focus on microblogging continuance intention from the directed social network perspective. The results from two independent data sets converge on the conclusion that users’ continuance intention to use is affected by both their conscious evaluations (i.e. satisfaction) and unconscious reactions (i.e. habit).