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1 – 10 of over 2000
Article
Publication date: 2 May 2023

Alex I. Nyagango, Alfred S. Sife and Isaac Kazungu

Factors influencing the use of mobile phone technologies for agricultural market information access remain a mixed debate, and there are contradictive views among studies. This…

Abstract

Purpose

Factors influencing the use of mobile phone technologies for agricultural market information access remain a mixed debate, and there are contradictive views among studies. This study examined factors influencing the use of mobile phone technologies for agricultural marketing information access. The study is anchored on the technological acceptance model (TAM).

Design/methodology/approach

A descriptive cross-sectional research design was adopted with a sample size of 400 grape smallholder farmers. A structured questionnaire and focus group discussions (FGDs) were used to gather data. Descriptive, ordinal logistic regression and thematic approaches were used in data analysis.

Findings

The study confirmed grape smallholder farmers generally considered mobile phone technologies as an appropriate communication channel to stay informed about agricultural marketing information. It was found that reliable electricity supply, relevance, timeliness, perceived ease of use (PEOU) and perceived usefulness (PU) of mobile phone technologies influenced the level of agricultural marketing information access.

Research limitations/implications

This research is limited to a selected number of grape smallholder farmers in Dodoma, Tanzania, and leaves out those without mobile phones. Also, the study was cross-sectional in nature, so it may not be necessarily capable of consistently providing critical and consistent information about the same population over a series of times.

Originality/value

This study contributes to the body of knowledge by integrating the use of mobile phone technologies to access marketing information in informing policy and decision-making processes to promote grape marketing.

Article
Publication date: 24 December 2021

Hung Gia Hoang and Duc Van Nguyen

The purpose of this paper is to examine factors that shape the adoption of mobile phones for vegetable marketing by Vietnamese smallholders.

Abstract

Purpose

The purpose of this paper is to examine factors that shape the adoption of mobile phones for vegetable marketing by Vietnamese smallholders.

Design/methodology/approach

A structured questionnaire was given to 185 smallholders randomly chosen from 345 vegetable smallholders in the Vinh Thanh district of Vietnam. Descriptive statistics, inferential statistics and a binary logistic regression were applied to analyse the data.

Findings

The research results show that the smallholders’ adoption of mobile phones for vegetable marketing is significantly affected by their number of extension contacts, distance from smallholders’ homes to local markets, community-based organisation participation, gender, training/credit programme participation, age, education level, income and farm size (χ2 = 143,111, p < 0.000).

Practical implications

A combination of factors related to socio-economic, situational and institutional characteristics of smallholders should be considered when promoting smallholders’ uptake of mobile phones for vegetable marketing in developing nations.

Originality/value

This research provides useful insights into the determinants of mobile phone adoption for vegetable marketing by smallholders and highlights areas that need to be considered when designing policies to improve the uptake of information and communication technologies in developing countries.

Details

Global Knowledge, Memory and Communication, vol. 72 no. 4/5
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 2 November 2023

Adesegun 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.

Details

Young Consumers, vol. 25 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 20 September 2023

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.

Details

Journal of Information, Communication and Ethics in Society, vol. 21 no. 4
Type: Research Article
ISSN: 1477-996X

Keywords

Case study
Publication date: 26 February 2024

Chenghua Zeng and Kun Zhao

Founded in 2004, OPPO has experienced the boom of the Chinese mobile phone market, the trend of mobile Internet and the prosperity of the smartphone market. While adjusting its…

Abstract

Founded in 2004, OPPO has experienced the boom of the Chinese mobile phone market, the trend of mobile Internet and the prosperity of the smartphone market. While adjusting its business structure based on changes in the market environment, it has transitioned itself from an audio device manufacturer to a smart-phone manufacturer that offers hardware, software, and service.

This case study focuses on OPPO's evolution and strategy, and provides an insight into its history, competition, and strategic choices based on whether or not OPPO should release a feature phone with a foldable display at the MWC 2019, and discusses the core competitiveness that helped OPPO succeed against the market downturn. This case study helps students understand the development of corporate strategies and the process of building core competitiveness in the microcompetition in the red ocean market. We also wish to help students understand how to come up with the most appropriate decision-making framework and conduct a critical analysis on the issues based on the internal and external factors of their businesses while they make strategic decisions. When it comes to different dimensions and indicators coming to contradictory conclusions in particular, what should the manager of a business do to make the correct strategic decision?

Details

FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

Article
Publication date: 12 January 2023

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…

1105

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.

Details

Journal of Islamic Marketing, vol. 14 no. 11
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 27 July 2022

Youngsu Lee

The purpose of this study is to examine tolerance of channel partners’ opportunistic behaviors as a viable governance mechanism and to test contingent transaction benefit and cost…

Abstract

Purpose

The purpose of this study is to examine tolerance of channel partners’ opportunistic behaviors as a viable governance mechanism and to test contingent transaction benefit and cost factors to determine tolerance of opportunistic behaviors.

Design/methodology/approach

Through the theoretical lenses of governance value analysis and transaction cost economics, this study theorizes that a supplier’s tolerance of its reseller’s opportunistic behaviors should depend on transaction benefit factors (e.g. new product creativity and marketing program creativity) and transaction cost factors (e.g. performance ambiguity and opportunity cost). The author empirically tests the moderation model using data from a large-scale survey of 141 mobile phone suppliers in South Korea.

Findings

The empirical results largely support the predictions on the moderating effects. For transaction benefit factors, marketing program creativity increases the supplier’s tolerance, while new product creativity does not increase the supplier’s tolerance. For transaction cost factors, the supplier’s concerns about opportunity cost increase the level of tolerance, while performance ambiguity of a business partner decreases the tolerance level.

Research limitations/implications

Theorizing opportunistic behaviors as a policy variable subject to benefit-cost assessment rather than an assumption provides new insights to interfirm governance research.

Originality/value

To the best of the author’s knowledge, this study is the first kind to consider transaction benefit and cost factors together in a single contingency framework in tolerance research. Also, this research provides a new perspective on a microlevel marketing factor (i.e. creativity) as an influential factor in governance mechanisms.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 24 May 2022

Emílio José Montero Arruda Filho, Everaldo Marcelo Souza da Costa and Juliana Cristina dos Santos Miranda

The aim of this research is to identify the characteristics that give rise to motivations to use social apps in light of behavioral concepts related to consumers’ desires and…

1027

Abstract

Purpose

The aim of this research is to identify the characteristics that give rise to motivations to use social apps in light of behavioral concepts related to consumers’ desires and emotional values.

Design/methodology/approach

Netnography is used as the main methodology to analyze and categorize user profiles of online social networks. These profiles are presented through conceptual headlines, which highlight the main characteristics of each user group.

Findings

The results of the study show that many users have become dependent on the WhatsApp application, either for technological reasons or for social reasons related to fashion and status.

Research limitations/implications

Few consumers actually explained the ways they use mobile social networks in the context of the procedures and level of communication performed. However, the influence of social contexts in the consumer environment is changing perceived values focusing on prestige and status to technological elements that the majority of consumers use.

Practical implications

Practical implications are directly related to forming business connections in a less formal and more hedonic environment, improving market results while fostering user enjoyment. In addition, the ongoing updates to WhatsApp have brought new functionalities and improvements to previously weak features.

Originality/value

Although other applications offer means by which to talk and send messages, WhatsApp continues to be (as of early 2021) the most used platform for conversation in Brazil. The sovereignty of WhatsApp is directly linked to its social value, which is related to the number of consumers who daily interact via the network.

Details

Revista de Gestão, vol. 30 no. 2
Type: Research Article
ISSN: 1809-2276

Keywords

Article
Publication date: 27 October 2023

Yicun Li, Yuanyang Teng, Dong Wu and Xiaobo Wu

To answer the questions: what roles windows of opportunity act in the catchup process of latecomers, what strategies latecomer enterprises should adopt to size windows of…

Abstract

Purpose

To answer the questions: what roles windows of opportunity act in the catchup process of latecomers, what strategies latecomer enterprises should adopt to size windows of opportunity to catch-up with incumbents even going beyond?

Design/methodology/approach

This paper studies the catch-up history of the Chinese mobile phone industry and proposes a sectoral innovation system under scenario of technology paradigm shifts. Then a history-friendly simulation model and counterfactual analysis are conducted to learn how different windows of opportunity and catch-up strategies influence the catch-up performance of latecomers.

Findings

Results show latecomers can catch up with technology ability by utilizing technology window and path-creating strategy. However, catching up with the market is not guaranteed. Demand window can help latecomers to catch up with market as it increases their survival rates, different sized windows benefit different strategies. However, it also enlarges incumbents' scale effect. Without technology window technology catch up is not guaranteed. Two windows have combination effects. Demand window affects the “degree” of change in survival rates, while the technology window affects the “speed” of change. Demand window provides security; technology window provides the possibility of a breakthrough for technology ability.

Practical implications

The findings of this paper provide theoretical guidance for latecomer enterprises to choose appropriate catch-up strategies to seize different opportunity windows.

Originality/value

This paper emphasizes the abrupt change of industrial innovation system caused by technology paradigm shifts, which makes up for the shortcomings of previous researches on industrial innovation system which either studied the influence of static factors or based on the influence of continuous changes.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 14 February 2024

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.

Details

Journal of Asia Business Studies, vol. 18 no. 2
Type: Research Article
ISSN: 1558-7894

Keywords

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