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1 – 10 of 693Adesegun Oyedele and Emily Goenner
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Abstract
Purpose
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Design/methodology/approach
The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers.
Findings
The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions.
Research limitations/implications
The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones.
Practical implications
The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries.
Originality/value
Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.
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Alex I. Nyagango, Alfred S. Sife and Isaac Kazungu
There is a contradictive debate on factors influencing mobile phone usage awareness among scholars. This study aims to examine factors influencing mobile phone usage awareness for…
Abstract
Purpose
There is a contradictive debate on factors influencing mobile phone usage awareness among scholars. This study aims to examine factors influencing mobile phone usage awareness for accessing agricultural marketing information.
Design/methodology/approach
A descriptive cross-sectional research design was used with 400 smallholder grape farmers. The use of structured questionnaires, focus group discussions and key informant interviews helped to collect primary data. Data analysis was subjected to descriptive, ordinal logistic regression and thematic approaches.
Findings
This study found that farmers were mostly aware of voice calls helping to access buyers and price information. Education, age and sex were the critical factors influencing mobile phone usage awareness among grape smallholder farmers.
Originality/value
This study contributes to scientific knowledge by providing an understanding of the perceived factors on mobile phone usage awareness within the grape subsector to inform policymakers.
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Sehrish Naz, Muhammad Asrar-ul-Haq, Anam Iqbal and Misbah Ahmed
This paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and…
Abstract
Purpose
This paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and communication strategy as moderating variables to validate relationship between innovativeness and perceived quality from the perspective of Generation M.
Design/methodology/approach
Cluster sampling method is used and data is collected from 451 graduates studying in different universities of Sahiwal division to know their perception regarding mobile phones brands. Structural equation modelling technique is used, and all analyses are performed using SPSS 23.0 and SmartPLS 2.0 to know the findings of the study.
Findings
This study finds positive significant nexus between innovativeness-satisfaction, innovativeness-perceived quality and perceived quality-customer satisfaction at brand level. This study also finds that perceived quality is a significant mediator between brand innovativeness and customer satisfaction. However, moderating variables do not help to boost the relationship among brand innovativeness and perceived quality to transmit their impact on customer satisfaction.
Practical implications
This study may help to understand the preferences of different generations. Findings of the study can also benefit the firms in investment decisions, brand management and formulation of innovative strategies for future.
Originality/value
To the best of the authors’ knowledge, this work is one of the first studies to investigate the integrated model of BI-CS through mediating and moderating variables to know the perception of Generation M regarding smartphone brands in developing economies like Pakistan.
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Mikihiro Fukui and Caroline S.L. Tan
The purpose of this study is to analyze the determinants influencing Japanese consumers’ behavior toward the purchase of 5G smartphones.
Abstract
Purpose
The purpose of this study is to analyze the determinants influencing Japanese consumers’ behavior toward the purchase of 5G smartphones.
Design/methodology/approach
Empirical data was collected through an online survey of 320 Japanese respondents from ages 20 to 59. Data was analyzed by exploratory factor analysis, confirmatory factor analysis and multiple regression analysis.
Findings
The results indicate that hedonic value, user interface and price value (PV) positively influence attitude toward 5G smartphone purchase, while utilitarian value does not. In addition, the mediation effect of social influence (SI) is found to increase those positive effects. Male and female consumers displayed differences in the determinants, showcasing the effect of gender on attitude and behavior.
Originality/value
To the best of the authors’ knowledge, this study is the first research to analyze Japanese consumers’ behaviors’ toward 5G smartphone purchase. Past research for 3G/4G smartphones supported that usefulness positively influenced consumers’ behavior toward smartphones, so usefulness of 5G (e.g. high speed) was expected to be a factor to influence consumer behaviors’ toward 5G smartphones. However, this research reveals that a simple tagline emphasizing such usefulness may not be convincing enough to promote the 5G smartphones to Japanese consumers. Alternatively, the research indicates that introducing the concepts of joyfulness, improved HV and greater PV of the 5G smartphone could attract more consumers in Japan. In addition, SI could enhance the perception of the various benefits of 5G smartphones.
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Jiang Shuyi, Abdullah Al Mamun and Farzana Naznen
The world has been forced to implement movement restriction strategy because of the COVID-19 pandemic, and industries have to embrace online technologies and social media…
Abstract
Purpose
The world has been forced to implement movement restriction strategy because of the COVID-19 pandemic, and industries have to embrace online technologies and social media marketing activities (SMMAs) to continue their business operations. Considering the aftermath of COVID-19 on the business world, this study aims to explore the determining elements of SMMAs and analyse how these factors affect brand equity (BE), relationship equity (RE) and purchase intention (PI) among smartphone consumers in China. Five constructs of SMMAs, namely, entertainment (EN), interactivity (IN), trendiness (TR), customisation (CU) and electronic word-of-mouth (WM), were examined to examine the effects of SMMAs on BE and RE. Subsequently, the mediation effects of BE and RE on the relationships of all constructs of SMMAs with PI were analysed.
Design/methodology/approach
An online survey was conducted with the participation of 347 Chinese consumers who used social media platform managed by the smartphone brands as their marketing activities during COVID-19. The data were analysed via structural equation modelling using SmartPLS.
Findings
This study’s result showed the significant and positive influence of CU, TR and WM on BE and the strong and positive influence of CU, IN and TR on RE. Furthermore, BE was found to fully mediate the relationships of CU, TR and WM with PI, while RE was found to mediate the relationships of TR and CU with PI. The performance and impact factor analysis revealed RE as the most important factor for PI, followed by BE, CU and TR.
Originality/value
This study extended the authors’ knowledge and understanding about social media marketing, BE and smart phone PI during COVID-19. Findings of this study can assist smartphone brands in China to develop the most effective strategies for SMMAs, which can be tailored for consumers to maximise profits, even during any crisis when physical business activities are deemed difficult. Moreover, this study’s findings can benefit the government and policymakers in developing and regulating rules and regulations for e-commerce and social media commerce for all industries and areas.
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Minh Tri Ha, Khoa Tien Tran, Georgia Sakka and Zafar Uddin Ahmed
This study aims to examine the impact of perceived risk dimensions, confirmation, perceived usefulness and perceived ease of use on user satisfaction and their continuance…
Abstract
Purpose
This study aims to examine the impact of perceived risk dimensions, confirmation, perceived usefulness and perceived ease of use on user satisfaction and their continuance intention to use mobile payments across Vietnam based on the extended technology continuance theory (TCT).
Design/methodology/approach
This study used an online questionnaire-based survey design to collect data from 417 respondents using judgmental and snowball sampling techniques. The respondents in this survey are personal users of mobile payments across Vietnam. Data analyses and hypothesis testing were carried out using the partial least squares structural equation modeling.
Findings
The findings demonstrate that physical risk, time loss risk, opportunity cost risk, confirmation, perceived ease of use and perceived usefulness are important elements influencing consumers’ satisfaction toward continuance intentions to use mobile payment services. Satisfaction is also significantly associated with continuance intentions to use mobile payments across Vietnam. Other relationships, including functional risk, social risk, financial risk and information risk are not significantly related to satisfaction. These results are expected to be useful for mobile payment service providers. Understanding the factors mentioned in this study enables mobile payment service providers to improve their offerings strategically and then motivate their clients to keep using mobile payments.
Originality/value
The work is among the very few bodies of empirical research to investigate the continuance intention to use mobile payments using the extended TCT by incorporating the various dimensions of perceived risk construct in the fintech sector to develop a research model for this study. Furthermore, combining with perceived risk dimensions, this study expands the TCT model’s mobile app to the fintech sector, and advances the understanding of the use of the extended TCT in the fintech sector and adds to the theory.
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Bin Cao, Rameshwar Dubey and Zongwei Luo
The consumers want to purchase the target products in the right place, whereas the manufacturers want to allocate their possible products to optimal distribution channels. The…
Abstract
Purpose
The consumers want to purchase the target products in the right place, whereas the manufacturers want to allocate their possible products to optimal distribution channels. The manufacturer must know how to handle itself in this business. The study aims to examine the B2B channel decision-making with different product qualities in a non-cooperative supply chain.
Design/methodology/approach
The authors develop a B2B Manufacturer-Stackelberg game as an analytical framework, combining asymmetric preference of purchase channels choice by the consumers, a continuous quality setting of the manufacturer and differential channel structure to study the manufacturer’s product strategy and channel optimisation. By horizontal comparisons across four channel structures, product variety can be classified into the differential quality-level zone through exogenous quality intervention, and the preference of manufacturers in each quality-level zone within the structures can be ranked.
Findings
Theoretically and practically, the hybrid-channel structure should be completely neglected when the direct channel dominates the retail channel. In contrast, dual-channel structures dominate single channels irrespective of the channel power, and channel preferences between high-quality and low-quality zones are stable, whereas the preference in medium-quality zone is unstable. In addition, the supply chain system cannot achieve global Pareto improvement without any additional coordination mechanism between the manufacturer and the retailer.
Originality/value
The extended results by numerical examples suggest that the bigger the area of the medium-quality zone, the more significant the product variety of the manufacturer.
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Qiang Lu, Yihang Zhou, Zhenzeng Luan and Hua Song
This study empirically investigates how ambidextrous innovations and their balancing affect the supply chain financing performance (SCFP) of small and medium-sized enterprises…
Abstract
Purpose
This study empirically investigates how ambidextrous innovations and their balancing affect the supply chain financing performance (SCFP) of small and medium-sized enterprises (SMEs), based on signaling theory. Moreover, this study explores the moderating effect of the breadth and depth of digital technology deployment on the relationship between ambidextrous innovations and the SCFP of SMEs.
Design/methodology/approach
A mixed-methods design is used, including a qualitative study and a quantitative study. Qualitative data have been collected from six multi-cases in different industries. Questionnaire data have been collected from 259 SMEs in China, and a multiple regression model is used to verify the research hypotheses.
Findings
The findings indicate that, in supply chain financing, both exploitative innovation and exploratory innovation are helpful in improving the SCFP of SMEs. For resource-constrained SMEs, a relative balance between exploitative innovation and exploratory innovation can help improve SCFP. The breadth of digital technology deployment can strengthen the relationship between exploitative innovation and SCFP, while the depth of digital technology deployment can weaken the relationship between exploratory innovation and SCFP. In addition, increasing the depth of digital technology deployment strengthens the positive correlation between the relative balance of ambidextrous innovations and SCFP.
Practical implications
To effectively obtain supply chain financing, SMEs can either concentrate their limited resources on a single type of innovation or use relative balance strategies to simultaneously pursue two innovations. In addition, in the process of obtaining supply chain financing by ambidextrous innovations, SMEs should appropriately deploy digital technologies.
Originality/value
This study first deconstructs the impact mechanism of ambidextrous innovation capabilities on SCFP based on signaling theory, and then discusses the balancing effect of ambidextrous innovations on SCFP in the cases of resource-constrained SMEs. This study also goes further and finds the negative moderating effect of digital technology deployment in the process of supply chain financing.
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Jaskirat Singh Rai, Heetae Cho, Anish Yousaf and Maher N. Itani
It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically…
Abstract
Purpose
It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.
Design/methodology/approach
A total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.
Findings
Results showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.
Originality/value
This study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.
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Agartha Quayson, Kassimu Issau, Robert Ipiin Gnankob and Samira Seidu
The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.
Abstract
Purpose
The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.
Design/methodology/approach
The study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.
Findings
Results show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.
Practical implications
The results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.
Originality/value
The study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.
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