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The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.

Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.

Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”

The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.

This paper aims to investigate the impacts of social media on the Pakistani consumers' buying behavior, which could be reflected in either complex buying, variety seeking, dissonance reducing or habitual buying. Entrepreneurs need to know how their loyal and prospective customers feel, think and how do they decide on purchasing certain products and services.

The self-administered online questionnaire is used to collect feedback from consumers in order to analyze the data and come up with the findings. A sample size of 396 respondents was used to analyze and find a relationship between social media and consumer buying behavior.

Social media is found to have a partially significant impact on Pakistani consumers' buying behavior; word of mouth and content credibility are the two factors that influence Pakistani consumers' buying behavior. Pakistani consumers, below the age of 40, possess more complex buying behavior, which alerts entrepreneurs to consider it for their future marketing strategies.

Entrepreneurs should make an effort to be differentiated from others while keeping customers aware of the products they provide. In addition, customers should not spend too much time when comparing brands; rather, businesses should make it more captive.

This paper provides different results in comparison to the previous studies, in terms of the factors influencing consumers' buying behavior.

The idea of assigning corporate managers on the basis of the product life cycle is rapidly gaining currency. The practice is likely to work better in some corporations than others. While the PLC assignment method may work in homogeneous companies, the author contends that all organizations may be better off trying the alternative approach he suggests.

The U.S. airline industry provides an example of a mature industry in which firms can exercise specific kinds of strategic marketing options. This paper examines the relationships between specific options and particular competitor groups. A matrix of strategic marketing options and competitor groups is developed. The paper also discusses the implications of the matrix for considering future opportunities.

Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework integrating international marketing strategy decisions with entry mode decisions. The resulting contingency framework extends the hierarchical entry‐mode decision model and allows for a better specification of the strategy‐performance relationship in international business.

This paper studies the moderating effect of industry structure on strategy-performance relationships in international markets.

We have carried out a survey among a sample of German, Norwegian and Singaporean small and medium sized firms, and test – using structural equation modelling (EQS) – four hypotheses founded in industrial organisation,

We find that industry structure indeed matters. The general picture is that cautious internationalisation strategies are more effective in fragmented industries than in concentrated industries. Also, with somewhat more nuance, global marketing strategies – such as standardisation and integration – seem by and large to be more effective in concentrated industries than in fragmented industries.

The operationalisation of industry structure in an international context is challenging and we have deviated from the traditional Herfindahl–Hirschman Index. This may be a limitation but we also consider it a strength, given the weaknesses of this index in an international setting. The study is cross-sectional and should ideally follow each firm over time, again a challenging endeavour.

Despite a considerable amount of studies on strategy – performance relationships in international markets, there is no general agreement on the topic. We argue that a contingency approach needs to be taken, and that industry structure is one important factor not yet analysed.

Nation brand building is a complex task as it involves multiple stakeholders. In the context of globalisation, a strong nation brand has important implications not only for attracting foreign businesses and tourists but also for the brands originating from that country. This study examines the role of nation brand experience in enhancing a nation's global reputation.

The relationships between nation brand experience, nation brand love, nation brand loyalty and positive word of mouth (WOM) were examined by analysing 334 survey responses collected from foreign tourists in India. Structural equation analysis was carried out as part of the analysis.

The results confirmed that international visitors' sensory and affective nation brand experiences significantly enhance brand love for a nation, leading to national brand loyalty and positive WOM among them. The findings are expected to help practitioners understand consumer buying behavior related to nation brand and develop innovative strategies for improving brand values.

Understanding a developing nation brand experience and how it converts to brand loyalty through the mediation effect of nation brand love from the lens of foreign tourists is the novelty of this study.

This chapter explores the potential roles and contributions of “marginal stakeholders” in sustainability collaborations. A group of smaller and less powerful NGOs engaged in a three-year collaboration to build capacity and drive action to address the severe water situation in Beijing, China. That the NGOs were the primary driver of the collaboration provides a unique opportunity to explore and understand whether and how the less powerful constituents of a network can organize to influence such broad, complex, and challenging issues.

The case study is the result of a participant action research effort. The author served as researcher, observer, participant, and consultant during different phases of the collaboration.

Individual members and the network as a whole demonstrated increased capacity and capability, but mostly failed to drive action. By themselves, small and marginal stakeholders have limited capacity or capability to effect large-scale sustainability efforts. With coaching, development, and a shared agenda, they may emerge as a force for change, but there are significant hurdles to overcome.

The successes and failures of a steering committee formed early in the collaboration provide concrete guidelines for anyone who wants to help marginal stakeholders play change agent roles in complex networks.

Very little is known about the role of “marginal” or “fringe” stakeholders in network collaborations. This case demonstrates the potential contribution of these stakeholders but also identifies the hazards associated with their participation.

The contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several established contingency theories within the management discipline are outlined and the research they have stimulated on related topics in marketing are highlighted. An assessment of the current state of the contingency approach in marketing literature is then provided.

Applies an error‐correction model to demand for money in five African economies: Congo, Côte d′Ivoire, Mauritius, Morocco and Tunisia. Attention is given to a set of opportunity cost variables including expected inflation, domestic interest rate, foreign interest rate and expected exchange‐rate depreciation. The empirical results show that the domestic interest rate plays a significant role in the demand for money functions for three of the five countries and external opportunity cost variables are significant for one of the others. The results show some diversity in money demand behaviour in the countries studied, but the error correction mechanism is always significant and in four out of five cases there is a short‐run inflation impact. The equations are subjected to a battery of tests and found to be statistically well‐behaved.