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1 – 10 of over 4000Ruibin Geng, Xi Chen and Shichao Wang
Endorsement marketing has been widely used to generate consumer attention, interest and purchase decisions among targeted audiences. Internet celebrities who become famous on the…
Abstract
Purpose
Endorsement marketing has been widely used to generate consumer attention, interest and purchase decisions among targeted audiences. Internet celebrities who become famous on the Internet are dependent on strategic intimacy to appeal to their followers. Our study aims to examine how multiple exposures to Internet celebrity endorsements influence consumers’ click and purchase decisions in the context of influencer marketing.
Design/methodology/approach
Based on a unique and representative dataset, the authors first model consumers’ choices for clicks and purchases with two panel fixed-effect logit models linking clicks and purchases with the frequency of exposure to Internet celebrity endorsement. To further control the endogeneity produced by the intercorrelation between the click and purchase models, the authors also adopt the two-stage Heckman probit structure to jointly estimate the two models using Maximum Likelihood Estimation. Robustness checks confirm the effectiveness of the models.
Findings
The results suggest that Internet celebrity endorsement plays a significant role in bringing referral traffic to e-commerce sites but is less helpful in affecting conversion to sales. The impact of repetitive Internet celebrity endorsements on consumers’ click decisions is U-shaped, but the role of Internet celebrities as online retailers will “shape-flip” this relationship to a negative linear relation.
Originality/value
Our study is the first to investigate the repetitive exposure effect of Internet celebrity endorsement. The results show a contradictory pattern with a wear-out effect of repetition in the advertising literature. This is the first study to show how the endorsing self, which is a common business model in influencer marketing, moderates the effectiveness of influencer marketing.
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Pin Luarn, Chiao-Chieh Chen and Yu-Ping Chiu
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence…
Abstract
Purpose
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.
Design/methodology/approach
A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.
Findings
This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.
Originality/value
This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.
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Heetae Yang, Yeram Cho and Sang-Yeal Han
This study develops a comprehensive research model and investigates the significant factors affecting positive marketing outcomes in the Metaverse through perceived social…
Abstract
Purpose
This study develops a comprehensive research model and investigates the significant factors affecting positive marketing outcomes in the Metaverse through perceived social benefits and trust.
Design/methodology/approach
The authors propose a new research model based on social exchange theory (SET) and examine the impact of cost and reward factors. Using 327 survey samples collected from current Metaverse users in South Korea, dual-stage analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) and an artificial neural network (ANN) were employed to test the study’s hypotheses.
Findings
The results showed that perceived social benefit and trust had significant mediating effects on marketing outcomes, such as loyalty to the seller, product/service attitude, and purchase intention. All antecedents, except perceived performance risk, had a crucial impact on the two mediators. The most interesting finding of this study is the positive influence of knowledge-seeking efforts on perceived social benefits.
Originality/value
This study is the first empirical research to examine the effectiveness of marketing in the Metaverse. It also proposes a new theoretical model based on SET to investigate users’ behavioral intentions regarding marketing in the Metaverse, and confirms its explanatory power. Moreover, the results of this study also offer suggestions to brands on how to market to consumers in the Metaverse.
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The aim of this study is to empirically investigate the impact of marketing analytics capability on business performance from the perspective of RBV theory.
Abstract
Purpose
The aim of this study is to empirically investigate the impact of marketing analytics capability on business performance from the perspective of RBV theory.
Design/methodology/approach
This study used a survey method to gather information from 225 food processing SMEs registered with the Ghana Enterprise Agency (GEA) in Ghana’s eastern region. A structural equation modeling (SEM) path analysis was used to assess the impact of marketing analytics capability (MAC) on the performance of SMEs.
Findings
The results of the study show that MAC significantly and positively affect the financial performance (FP), customer performance (CF), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs. The findings of this study also illustrated the significance of MAC determinants, including marketing analytics skills (MAS), data resource management (DRM) and data processing capabilities (DPC), in achieving SME success in Ghana.
Originality/value
The research’s conclusions give RBV theory strong credence. The results of this study also provide credence to previous research finding that SMEs should view MAC and its determinants (i.e. DRM, DPC, MAS) as a crucial strategic capability to improve their performance (i.e. FP, CF, IBPP, LGP). With regard to its contribution, this study broadens the body of knowledge on MAC and SME performance, particularly in the context of an emerging economy.
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Saad Ur Rehman, Shahid Hussain and Abdul Rasheed
This study aims to explore the impact of financial technology (fintech) and behavioral intention on financial inclusion, specifically focusing on the role of digital marketing as…
Abstract
Purpose
This study aims to explore the impact of financial technology (fintech) and behavioral intention on financial inclusion, specifically focusing on the role of digital marketing as a mediator.
Design/methodology/approach
Using a quantitative research design, this study collected data from 638 respondents in the province of Punjab, Pakistan to investigate the relationship between variables.
Findings
The results indicate that both behavioral intention and fintech have a positive and favorable effect on financial inclusion. Furthermore, the study reveals that digital marketing acts as a mediating factor between financial inclusion and both behavioral intention and fintech. These findings underscore the significance of using effective digital marketing strategies to facilitate financial inclusion through fintech platforms. Policymakers should prioritize the adoption of fintech innovations and supportive regulatory frameworks while implementing comprehensive digital marketing strategies to promote financial inclusion.
Originality/value
This research contributes to the existing body of literature by presenting empirical evidence that highlights the interconnectedness of fintech, behavioral intention, digital marketing and financial inclusion. By harnessing the potential of fintech and digital marketing, financial institutions can bridge the gap between underserved populations and formal financial services, thereby promoting economic growth and reducing inequality.
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Jitendra Gaur, Kumkum Bharti and Rahul Bajaj
Allocation of the marketing budget has become increasingly challenging due to the diverse channel exposure to customers. This study aims to enhance global marketing knowledge by…
Abstract
Purpose
Allocation of the marketing budget has become increasingly challenging due to the diverse channel exposure to customers. This study aims to enhance global marketing knowledge by introducing an ensemble attribution model to optimize marketing budget allocation for online marketing channels. As empirical research, this study demonstrates the supremacy of the ensemble model over standalone models.
Design/methodology/approach
The transactional data set for car insurance from an Indian insurance aggregator is used in this empirical study. The data set contains information from more than three million platform visitors. A robust ensemble model is created by combining results from two probabilistic models, namely, the Markov chain model and the Shapley value. These results are compared and validated with heuristic models. Also, the performances of online marketing channels and attribution models are evaluated based on the devices used (i.e. desktop vs mobile).
Findings
Channel importance charts for desktop and mobile devices are analyzed to understand the top contributing online marketing channels. Customer relationship management-emailers and Google cost per click a paid advertising is identified as the top two marketing channels for desktop and mobile channels. The research reveals that ensemble model accuracy is better than the standalone model, that is, the Markov chain model and the Shapley value.
Originality/value
To the best of the authors’ knowledge, the current research is the first of its kind to introduce ensemble modeling for solving attribution problems in online marketing. A comparison with heuristic models using different devices (desktop and mobile) offers insights into the results with heuristic models.
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Mehir Baidya, Bipasha Maity and Supriyo Ghose
There has been a lot of research on how to set marketing budgets, but the overlooked aspect was how allocating funds influences business performance in a multi-goal context. This…
Abstract
Purpose
There has been a lot of research on how to set marketing budgets, but the overlooked aspect was how allocating funds influences business performance in a multi-goal context. This study aims to examine the relationship between business performance, the process of allocating funds to multiple goals and the interaction among the goals.
Design/methodology/approach
Ratio data were generated through “a constant sum scale” from a sample of 362 managers from the B2C sector, besides data on after-tax revenue for two years. The data file was created. Then, a factor analysis was performed on the data. Furthermore, an econometric model with interaction terms was fitted to the data.
Findings
The results show that allocating funds to multiple marketing goals – demand generation, customer experience, brand image, marketing competency and purchase intention – influences business performance. Furthermore, a goal’s impact on business performance is higher when coupled with other goals than in isolation.
Practical implications
The findings of the study should assist managers in increasing revenue while spending less on marketing and shifting funds from less efficient goals and pairs of goals to highly efficient ones.
Originality/value
By extending the relevant theory on the relationship between the process of marketing fund allocation, multiple goals and business performance, this study contributes to the literature on marketing.
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Xinyu Ma, Eugene Cheng-Xi Aw and Raffaele Filieri
The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the…
Abstract
Purpose
The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce.
Design/methodology/approach
A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA).
Findings
The results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying.
Originality/value
These findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.
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Pascale Marceau and Frank Pons
This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the…
Abstract
Purpose
This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the attitude toward the sponsor.
Design/methodology/approach
Online survey data were obtained from 1,228 respondents from France, the UK and South Africa. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings
The results show that the cause-brand fit has a strong positive impact on the perceived altruism toward the motivations underlying inclusive activation, while skepticism toward advertising has a very weak negative impact. In return, perceived altruism positively influences the attitude toward inclusive activation and sponsor attitude. Furthermore, this attitude toward inclusive activation is positively influenced by involvement in women’s soccer and France men’s national football team identification. The attitude toward inclusive activation also positively influences the attitude toward sponsor attitude. However, contrary to what had been advanced, identification with the France women’s national football team and the nationality of the respondents (French, British or South African) had no impact on the attitude toward inclusive activation, while the perceived importance of the cause had very weak impact on attitudes toward inclusive activation.
Originality/value
This study highlights the potential benefits of investing in inclusive sponsorship activations, particularly with respect to their positive impact on consumer attitude toward sponsor attitude. It also highlights the importance of establishing, in advance, a strong association between the brand image and the cause supported, so that the motivations underlying the inclusive activations are perceived as more altruistic.
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Nikolaos Stylos and Chris A. Vassiliadis
Drawing from the Personal Construct Theory, this study aims to analyze the impact of using gamified apps on user behavior by investigating the service-related images and…
Abstract
Purpose
Drawing from the Personal Construct Theory, this study aims to analyze the impact of using gamified apps on user behavior by investigating the service-related images and individual preferences of Generation Z (GenZ) consumers, as these emerge from gamified applications in a tourism context.
Design/methodology/approach
The repertory grid analysis (RGA) elicited the top elements that reflect GenZer perceptions in tourism from empirical studies in the UK and Greece. Generalized procrustes analysis was used to investigate the structure of the data for the creation of representative consensus biplots of the most important conceptual constructs to advance consumer decision-making modeling via gamification.
Findings
As per different gamified app best-practices considered, the authors extract not only common perceptual elements (e.g. place informative aspects, exploration, lodgings, food/catering) but also different image components (e.g. virtual/interactive, business vs commercial traveling, entertainment, heritage/cultural informative aspects) from comparing UK with Greek GenZers’ responses. These extracted attributes are then presented in two dimensional charts, respectively, toward creating tourist perception scales.
Research limitations/implications
Notwithstanding the wide availability of gamified apps, research on gamification design in tourism and hospitality is still in the early phase. This study demonstrates the need to identify and optimize the formation of different images among GenZers. It also highlights the advantageous nature of the proposed combination of procrustes analysis with the RGA.
Originality/value
To the best of the authors’ knowledge, this research is among the first empirical ones toward creating scales for measuring tourist perceptions of GenZers coming from different consumer markets. It responds to scholars’ recent calls for better informing gamification design and improving contemporary consumer experience.
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