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Retailers are increasingly adding multiple platform apps. For instance, Hilton Hotel is listed on booking.com, Expedia and TripAdvisor. The purpose of this study is to examine whether and how the adoption of a second homogenous mobile platform app by new and existing consumers affects their purchasing behavior in both the original app and the overall platform apps.

With 604,864 unique data from a Chinese fast-food company, which sequentially add three food delivery platforms, this paper explores the influence of a second homogeneous mobile platform app adoption on consumer purchase frequency, order size and spending.

The results of the log-linear regression model show that multiplatform consumers are more profitable than single-platform consumers. For both existing and new consumers, multiplatform adoption would increase purchase frequency, decrease order size and increase total spending with the retailer. However, for existing consumers, multiplatform adopters are more likely to buy less frequently, spend less per order and have lower total spending in the original platform app.

This paper contributes to platform addition and multichannel literature by empirically finding that multiplatform adopters, both new and existing consumers, are more profitable than single-platform consumers. Managerially, the results suggest that companies should not hesitate to add multiple platforms and should encourage consumers to use multiple mobile apps.

First, this study examines the multiplatform addition effect on both new and existing consumers, which has not been discussed yet. Second, this study contributes to multichannel literature by finding that multiplatform consumers are more profitable than single-platform consumers. Third, unlike Rong et al. (2021), this study supports that channel capability theory is still valid in the homogenous mobile-to-mobile channel expansion context.

The purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects.

This paper investigates the impact of the social influencer spillover effect on manufacturers' production decisions when they collaborate with intermediary platforms to sell products through marketplace or reseller modes. Game theory and static numerical comparison are used to analyze our models.

Firstly, under low-carbon policies, the spillover effect does not always benefit manufacturer profits and changes non-monotonically with an increasing spillover effect. Secondly, in cases where there are both a carbon emission constraint and a spillover effect present, if either the manufacturer or intermediary platform holds a strong position, then marketplace mode benefits manufacturer profits. Thirdly, regardless of business mode used when environmental damage coefficient is high for products; government should implement cap-and-trade regulation to optimize social welfare while reducing manufacturers’ carbon emissions.

This study offers theoretical and practical research support to assist manufacturers in optimizing production decisions for compliance with carbon emission limits, enhancing profits through the development of effective influencer marketing strategies, and providing strategies to mitigate carbon emissions and enhance social welfare while sustaining manufacturing activities.

This paper addresses the limitations of prior research by examining how the social influencer spillover effect influences manufacturers' business mode choices under government low-carbon policies and analyzing the social welfare of different carbon emission restrictions when such spillovers occur. Our findings provide valuable insights for manufacturers in selecting optimal marketing strategies and business modes and decision-makers in implementing effective regulations.

To assess South Africa’s (SA’s) citrus export competitiveness in the global market and identify its macroeconomic drivers.

The Normalized Revealed Comparative Advantage (NRCA) index is employed to measure export competitiveness. An ARDL-EC model is then estimated to identify the macroeconomic determinants of SA’s citrus export competitiveness.

SA’s citrus export competitiveness declined before the mid-1990s and rose thereafter. On balance, the country improved from the fourth to the second most competitive citrus exporter. A long-run relationship was established between the NRCA scores and the real exchange rate and real GDP per capita growth rate. The export price exerted a positive short-run influence on citrus export competitiveness. The rise in SA’s citrus export competitiveness since the mid-1990s was mainly driven by the rising citrus export price and real exchange rate depreciation.

Future research could explore the determinants of SA’s export competitiveness using panel gravity models of bilateral trade flows to isolate the impact of macroeconomic variables and trade restricting/enhancing policies of importing countries.

The article employs the NRCA index, which can measure comparative advantage across space and over time. It is the first to econometrically estimate the macroeconomic determinants of citrus export competitiveness in SA. Application of the ARDL-EC framework yields both short- and long-run effects of macroeconomic variables on export competitiveness.

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.

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).

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.

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.

This paper systematically reviews and scrutinises the current development of studies concerning digital platform use in firms’ internationalisation. It also provides a research agenda for future work. Despite more than two decades of research, the study of how traditional firms enter foreign markets using digital platforms remains in its infancy. This paper contributes insights into the academic and managerial relevance of this field.

A systematic review of the literature based on content analysis was undertaken, drawing from peer-reviewed journal articles in international business, international marketing, information systems, and electronic commerce. The articles were published between 1999 and 2023, and the review employed a vote-counting method.

This analysis of 61 papers indicates that research on digital platform use in firms’ internationalisation is growing rapidly. However, the field itself is fragmented, and the research findings are inconsistent. This dynamic area reflects a growing trend, is dominated by several theories, relies primarily on survey data, and frequently uses China as a research context.

In acknowledging the vibrancy and managerial importance of this field, the authors offer a comprehensive overview of the existing studies to serve as a repository of knowledge on digital platform use in internationalisation for both academics and practitioners. Based on the aforementioned analysis, this study develops a reconciling framework to address current research gaps and identify future study directions.

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.

Through case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.

Strong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.

The results are potentially challenged by relatively small sample size.

Practitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.

This paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

This study aims to investigate the impact of channel diversity on constructive and destructive conflicts in manufacturer-distributor relationships, as well as the mediating role of distributor opportunism and the moderating role of distributor network centrality.

This paper collected channel dual data to represent channel behavior in manufacturer-distributor relationships accurately. Using 208 matched manufacturer distributor bilateral data from Chinese B2B firms validate the conceptual model. This paper tested the proposed hypothesis using AMOS 24.0 software.

Channel diversity strengthens constructive conflict and weakens destructive conflict between manufacturers and distributors. Distributor opportunism plays a mediating role between channel diversity and constructive conflict. Distributor network centrality reinforces the positive impact of channel diversity on constructive conflict and the impact of channel diversity on destructive conflict.

This research contributes significantly to developing channel diversity and conflict theory by expanding the dyadic view to a network view. It also provides valuable insights for managers, highlighting the importance of maintaining a good relationship with distributors with high network centrality. The research results allow the constructive aspects of channel conflict to manifest fully and enhance the effectiveness of channel management. Distributor firms should prioritize communication and contact with network members to increase their network centrality, enabling them to take more initiative, exert influence and establish advantageous cooperative partnerships with manufacturers.

This study aims to investigate the impact of message framing (emotional vs rational) on social media users' ability to accurately detect information and their intention to share messages about the COVID-19 vaccine.

Using an experimental design approach, the authors recruited 600 adult participants via a crowdsourcing platform. Participants were randomly assigned to receive emotional or rational messages and their ability to accurately detect information and intention to share messages were assessed.

The results showed a significant multivariate effect of message framing on both the detection of accurate information and intention to share (p < 0.001). Participants who received emotional messages demonstrated better performance in the detection and sharing task than those who received rational messages. Gender and age also had significant main effects on the outcomes, with women performing better than men and younger participants performing better than older participants in detecting the accuracy of information. The interaction effects of the independent variables were not statistically significant (p = 0.098).

The findings highlight the importance of considering emotional factors in combating the spread of messages about the COVID-19 vaccine on social media. Practitioners responsible for social media content should strengthen the content review mechanism, with an emphasis on screening content with high emotional arousal.

The study examined the mediating and moderating roles of engagement and trust in the relationship between digital marketing and purchase intentions in the banking industry.

The study was quantitative and cross-sectional and used a sample of 462 respondents drawn through a combination of purposive and convenience sampling techniques. The main method of data analysis was the covariance-based structural equation modeling used to assess the paths relationships, using the Amos v.23 software. Prior to that, a confirmatory factor analysis was done to assess the reliability and validity of the instrument.

The empirical findings support the hypothesized relationship between digital marketing and purchase intention of banks’ services. Consumer engagement partially was found to mediate the association between digital marketing and purchase intentions. Finally, consumer trust moderates the relationship between digital marketing and consumer engagement.

Given digital marketing is evolving with new tools and channels coming up by the day, we recommend that future studies should explore others such as search engine marketing, affiliate marketing, content marketing, display advertisement etc. These will help give a broader perspective to the digital marketing strategy and its effect on consumers’ purchase intentions of banks’ services.

The study makes a strong case for the use of multi-channel and/or integrative approach, improving digital infrastructure and systems, adopting new and emerging digital tools/channels such as artificial intelligence, chatbots among others to facilitate digital marketing strategy implementation while ensuring active consumer engagement. It further underscores the need for managers to build trust and regularly engage consumers through their digital marketing channels.

The integration of the variables in the study provides new empirical understanding and extends knowledge in digital marketing theory. It also serves as a foundation for future studies to explore other areas in the digital marketing, especially from a developing digital economies perspective.

The purpose of this study was to validate the factors influencing perception of digital buyers (PDB), risk factors of digital buying (RFDB) and webrooming intention (WI) and also to examine the mediating role of WI between PDB and RFDB.

The antecedents of variables were validated using exploratory data analysis. The association between PDB and RFDB was established using structural equation modelling. Furthermore, the mediating role of WI is examined using the Sobel test.

The antecedents of PDB (digitization practice, credence preference, brand awareness and consciousness, product features, utilitarian behaviour, price and discount factors), RFDB (performance risk, socio-psychological risk, financial risk, aesthetic risk, time and return risk and perceived quality risk) and WI (perceived ease of online search, usefulness of online search, need for touch, socialization and webrooming attitude) were identified. PDB significantly and positively influences RFDB. There is a direct relationship between PDB and WI. WI and RFDB are positively correlated. WI partially mediates between PDB and RFDB.

The research outcome helps the multi-channel retailers to identify the digital platforms to find greater opportunity for customer engagement.

The study augments the body of literature on WI by exploring the interplay of PDB, RFDB and WI, which will help retail personnel to strategize operational practices.