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1 – 10 of 90
Article
Publication date: 5 October 2021

Muhammad Sabbir Rahman, Md Afnan Hossain, Abdul Hannan Chowdhury and Mohammad Tayeenul Hoque

This study aims to investigate the impact of firms' information system management capabilities on competitive performance for achieving sustainable development goals (SDGs). It…

Abstract

Purpose

This study aims to investigate the impact of firms' information system management capabilities on competitive performance for achieving sustainable development goals (SDGs). It also examines the moderating effects of multi-sensory stimuli capability on firms' competitive performance.

Design/methodology/approach

Drawing upon the resource base and dynamic capability view as the overarching theoretical framework, this research conducted an empirical study among manufacturing and services enterprise employees. This study applied multiple cross-sectional surveys for data collection. A total of 241 usable data were obtained and explained through structural equation modelling (SEM).

Findings

The statistical results explore that variables under their respective direct relationship are positively and significantly influence. Interestingly, firms information system management capability has a relatively large magnitude of positive and direct effects on the competitive performance of firms' that complement on achieving firms SDGs and coping with the COVID-19 pandemic. In addition, the multisensory stimulus capability of service firms positively moderates (amplifies) the relationship between marketing information system management capability and competitive performance.

Practical implications

The proposed research model provides insights into the utilisation of firms information system management capability to achieve competitive performance in their relevant industry. In addition, it deepens the understanding of the contingency effect of using multisensory stimulus capability of firms on competitive performance.

Originality/value

To the best of the authors' knowledge, drawing on the resource-based theory and dynamic capability theory, this study is the first to assess and examine the influence of firms information system management capability on the competitive performance of firms by considering the moderating variables (i.e. multisensory stimulus capability) in context to COVID-19 pandemic by considering the scope of SDGs.

Open Access
Article
Publication date: 8 August 2022

Serene Lin-Stephens, Maurizio Manuguerra, Pei-Jung Tsai and James A. Athanasou

Stories of employability are told in employment and educational settings, notably the selection interviews. A popular training approach guiding higher education students to…

1181

Abstract

Purpose

Stories of employability are told in employment and educational settings, notably the selection interviews. A popular training approach guiding higher education students to construct employability stories has been the past-behaviour storytelling method. However, insufficient research exists regarding the method's effectiveness and optimisation. This study examines whether the method (1) increases the quantity and quality of interview narratives in story forms and (2) can be enhanced by image stimuli.

Design/methodology/approach

In a double-blind randomised control trial with repeated measures, participants submitted four weekly interview narratives. After receiving past-behaviour serious storytelling training in Week 3, they were randomly allocated to an exposure group using images and a control group using keywords as a placebo to continue producing interview narratives. The interview narratives were assessed based on the number of stories and quality ratings of narrative conformity, relevance and conciseness. Results before and after the training, and with and without the image stimuli, were analysed.

Findings

Training increased the number of stories. Training and repeated practice also increased narrative quality ratings. However, the image-based intervention was the strongest predictor of improved quality ratings (effect size 2.47 points on the observed scale of 0–10, p < 0.01, 95% CI [1.46, 3.47]).

Practical implications

A pre-existing ability to tell employability stories cannot be assumed. Training is necessary, and intervention is required for enhancement. Multi-sensory narrative interventions may be considered.

Originality/value

This study is the first known double-blind randomised control trial with repeated measures evaluating if storytelling training and image stimuli improve interview narratives.

Details

Education + Training, vol. 64 no. 5
Type: Research Article
ISSN: 0040-0912

Keywords

Article
Publication date: 17 May 2011

Bertil Hultén

The purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM…

41943

Abstract

Purpose

The purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis.

Design/methodology/approach

This paper applies exploratory and explanatory approaches to investigating the multi‐sensory brand‐experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.

Findings

The multi‐sensory brand‐experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.

Research limitations/implications

A theoretical implication is that the multi‐sensory brand‐experience hypothesis emphasizes the significance of the human mind and senses in value‐generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi‐sensory brand‐experience concept. It is worth conducting additional research on the multi‐sensory interplay between the human senses in value‐generating processes.

Practical implications

The findings offer additional insights to managers on the multi‐sensory brand‐experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.

Originality/value

The main contribution of this research lies in developing the multi‐sensory brand‐experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.

Details

European Business Review, vol. 23 no. 3
Type: Research Article
ISSN: 0955-534X

Keywords

Open Access
Article
Publication date: 19 September 2023

Juan Chen, Nannan Xi, Vilma Pohjonen and Juho Hamari

Metaverse, that is extended reality (XR)-based technologies such as augmented reality (AR) and virtual reality (VR), are increasingly believed to facilitate fundamental human…

1431

Abstract

Purpose

Metaverse, that is extended reality (XR)-based technologies such as augmented reality (AR) and virtual reality (VR), are increasingly believed to facilitate fundamental human practice in the future. One of the vanguards of this development has been the consumption domain, where the multi-modal and multi-sensory technology-mediated immersion is expected to enrich consumers' experience. However, it remains unclear whether these expectations have been warranted in reality and whether, rather than enhancing the experience, metaverse technologies inhibit the functioning and experience, such as cognitive functioning and experience.

Design/methodology/approach

This study utilizes a 2 (VR: yes vs no) × 2 (AR: yes vs no) between-subjects laboratory experiment. A total of 159 student participants are randomly assigned to one condition — a brick-and-mortar store, a VR store, an AR store and an augmented virtuality (AV) store — to complete a typical shopping task. Four spatial attention indicators — visit shift, duration shift, visit variation and duration variation — are compared based on attention allocation data converted from head movements extracted from recorded videos during the experiments.

Findings

This study identifies three essential effects of XR technologies on consumers' spatial attention allocation: the inattention effect, acceleration effect and imbalance effect. Specifically, the inattention effect (the attentional visit shift from showcased products to the environmental periphery) appears when VR or AR technology is applied to virtualize the store and disappears when AR and VR are used together. The acceleration effect (the attentional duration shift from showcased products to the environmental periphery) exists in the VR store. Additionally, AR causes an imbalance effect (the attentional duration variation increases horizontally among the showcased products).

Originality/value

This study provides valuable empirical evidence of how VR and AR influence consumers' spatial bias in attention allocation, filling the research gap on cognitive function in the metaverse. This study also provides practical guidelines for retailers and XR designers and developers.

Details

Information Technology & People, vol. 36 no. 8
Type: Research Article
ISSN: 0959-3845

Keywords

Open Access

Abstract

Details

Designing Environments for People with Dementia
Type: Book
ISBN: 978-1-78769-974-8

Article
Publication date: 25 March 2021

Yining Wang, Eunju Ko and Huanzhang Wang

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the…

11543

Abstract

Purpose

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).

Design/methodology/approach

This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.

Findings

The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.

Research limitations/implications

First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.

Practical implications

This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.

Social implications

By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.

Originality/value

This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 7 November 2017

George Papanastasiou, Athanasios Drigas, Charalabos Skianis and Miltiadis D. Lytras

The purpose of this paper is to explore the integration of serious games (SGs) in the area of special educational needs in the last ten years (2007-2017).

2191

Abstract

Purpose

The purpose of this paper is to explore the integration of serious games (SGs) in the area of special educational needs in the last ten years (2007-2017).

Design/methodology/approach

SGs indicate positive effects on students with special educational needs and promote a multi-sensory style of learning.

Findings

Research showed that SGs are able to keep K-12 education students with attention, memory and developmental disabilities engaged in classroom facilities scaffolding their learning through increased motivation, independence, autonomy and resultant self-esteem.

Research limitations/implications

Time constraints, cost and availability of appropriate games as well as the small sample of the individuals being investigated are some of the research limitations the paper refers to.

Practical implications

Learning through SGs has educational values that are based on learning concepts intrinsically motivating.

Social implications

Students with attention, memory and developmental disabilities demonstrate characteristics of engagement, creativity, control and communication.

Originality/value

SGs-based learning has proven its value added to students with attention, memory and executive control difficulties as well as mental or developmental disabilities engaging students better than when using traditional methods.

Details

Program, vol. 51 no. 4
Type: Research Article
ISSN: 0033-0337

Keywords

Article
Publication date: 8 April 2019

Dominik Mahr, Susan Stead and Gaby Odekerken-Schröder

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social…

3880

Abstract

Purpose

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli.

Design/methodology/approach

This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships.

Findings

The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape.

Practical implications

The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape.

Originality/value

This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.

Details

Journal of Services Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 10 November 2022

Sihem Ben Saad and Fatma Choura

In the context of a profound digital transformation, the need for social interactivity is becoming fundamental for consumers on e-commerce sites. It allows them to interact with…

1485

Abstract

Purpose

In the context of a profound digital transformation, the need for social interactivity is becoming fundamental for consumers on e-commerce sites. It allows them to interact with the company in the same way as with salespeople in physical stores. Among the different existing virtual agents used by companies to offer online solid interaction, this study focuses on virtual recommendation agents (VRAs). The purpose of this paper is to investigate the effectiveness of VRA on consumers’ psychological states and online impulse buying.

Design/methodology/approach

An experimental website was designed for this study. After interacting with VRA, respondents had to take part in a survey. The questionnaire included measures of perception of the VRA, perceived enjoyment, online impulse buying and perceived risk. Structural equation modelling was used to test the research model.

Findings

The results confirm the positive influence of the VRA on perceived enjoyment, which is positively associated with online impulse buying. The effect of the VRA’s presence on perceived enjoyment is moderated by gender.

Research limitations/implications

Only one product category was studied, for which the advice of VRAs is undoubtedly essential. However, this could also be valid for other products, such as technological products, where the consumer’s level of expertise may be low. Hence, the authors propose to extend this study to various products for a better generalization of the results.

Practical implications

This study provides practitioners with relevant findings on the efficiency of VRAs and offers them guidelines to design more interactive commercial websites with higher levels of social interactions. Such interactions should reduce perceived risks and make visitors more confident. This can encourage more traffic and sales, which implies growth in incomes and revenues.

Social implications

Through this technology, VRAs can create more humanized links between consumers and companies.

Originality/value

Working on VRAs is original as they represent the technology that can replace salespeople. In addition, to the best of the authors’ knowledge, this research is the first to test the impact of VRA on online impulse buying. By examining the VRA’s set of fundamental capabilities, this study contributes to existing research on how companies should integrate digital technologies in their sales interactions with consumers, which to date has focused on other sales channels such as social media platforms.

Article
Publication date: 1 August 1998

Chuan‐Fong (Eric) Shih

The purpose of this paper is to address consumer experiences in cyberspace and which aspects of technology brought about these experiences. This paper proposes a conceptual model…

3069

Abstract

The purpose of this paper is to address consumer experiences in cyberspace and which aspects of technology brought about these experiences. This paper proposes a conceptual model of technology and consumer experiences within virtual space by drawing from various literatures outside of marketing that have extensively studied the Internet phenomenon. Building from research in these diverse areas, two constructs are proposed that help describe consumer experiences in virtual space: telepresence and bricolage. Also examines aspects of cyber technology that give rise to these consumer experiences and projects what the consequences of these experiences may be as they apply to marketing.

Details

European Journal of Marketing, vol. 32 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of 90