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The purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.

The study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.

The study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.

This study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.

The study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

The purpose of this paper is to investigate the nature of the underlying social motivation, including collective norm and subjective norm, which shapes users’ decisions to revisit a social commerce site.

Structural equation modeling was used to evaluate the research model using data from a survey of 531 social commerce users.

Results support the importance of subjective and collective norms as measures of social norm. Both norms were combined to: develop a parsimonious higher order measure of social motivation, and examine the consequent impact on social commerce continuance behavior. In addition, the authors demonstrate that the factors that influence the social impact theory variables, specifically time spent during each visit, affective experience and gender can moderate the impact of social norm on social commerce continuance use intention.

Social commerce website designers can provide visibility of the number of a user’s close contacts (or contacts that the user either interacts with or follows) as well as the total number of people using the same technology as a visual cue to encourage user retention on the site.

The results indicate that customers’ social commerce revisit intentions are strongly influenced by a combination of how they perceive the behavior as endorsed both by their friends and by the majority view in their social network.

This study examines and validates sources of social influence that affect continuance use intention with social technologies such as social commerce sites.

First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products.

This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach.

The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment.

The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products.

The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.

The study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.

The majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.

Examining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.

This study aims to fill in new evidence related to theoretical explanations on how perception of sincerity, excitement and sophistication relates to attitudes towards the different kinds of brand extensions, namely, horizontal extension and vertical extension.

Taking an established Chinese brand as a test object and a survey sample data from three cities in China, the strength of perception of brand personality and its effect on attitudes towards brand extension is tested. T‐test is used to analyze the data.

Results show that, a salient perception of personality “sincerity” is significantly favourable to downward extension, but has no significant effect on upward, near or far extension. A salient perception of personalities “excitement” and “sophistication” is significantly favourable to upward and far extension, but has no significant effect on downward or near extension.

Although the data used for testing the hypotheses in this article are taken from three cities in China, spanning four major age groups, this collection of data does not eliminate the possible errors introduced in the course of survey. Another limitation is that this survey takes one single established brand.

This study provides targeted strategies for the long‐term management of Chinese local brands, particularly established brands. Decision makers for enterprises of established brands are consequently faced with two alternative solution approaches. One is to undertake brand extension and develop and promote new products to improve brand personality. The second is to reform a brand's personality to make it conducive for reasonable market extension.

This study contributes to branding theories by pioneering research on attitudes towards a parent brand as an evaluation factor in research on the mechanism of brand extension, as well as by enriching research on matters related to brand personality traits.

The social media expands the scope of museum marketing. Through the social media marketing, visitors get a rich and colorful visual experience, and the museum can quickly and effectively convey various information to visitors. At present, the research on social media in the museum industry mainly focuses on the level of technology use, while the research on the marketing application of social media is relatively scarce, especially from the empirical perspective. This study constructs a conceptual model to identify the impact of SMMAs on visitor experience in the context of the museum industry through the empirical analysis.

A survey is conducted with a total of 538 visitors who follow the fan page of the Palace Museum Weibo. The collected data are analyzed via structural equation modeling.

The results show that SMMAs have significant effects on social presence and social support, which in turn significantly affect flow state. Moreover, the results demonstrate that social presence and social support partially mediates the relationships between SMMAs and flow state.

The contribution of this study is twofold. First, from a theoretical perspective, it offers new insights into the conceptualization of social media marketing. Second, from a pragmatic perspective, the results are helpful to guide museums how to carry out social media marketing activities.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-12-2020-0564

Purpose: Cool, a subjective, socially constructed concept has interested several researchers investigating its nature and successful marketing applications. However, the authors note a lack of studies investigating its perceptions in non-Western cultural contexts. The aims of this study are to investigate the meanings of cool in Tunisia, a North-African, Arab-Muslim emerging country.

Methodology: The authors conducted qualitative research through focus groups with Tunisian consumers. The authors used lexical, thematic, and semiotic analyses to investigate cool meanings.

Findings: Findings show that the term “Cool” in Tunisia is mostly related to lexical synonyms and meanings of lightness and flexibility, fun and amusement, humor, and trendiness rather than originality, divergence, creativity, and uniqueness long argued to be the significations of cool in Western literature, despite their minor presence in our results.

Originality/Value: Results show further evidence that the concept is culturally laden and that the socio-cultural characteristics of Tunisia altered its meanings established in the West, mostly associated to its origins and emergence.

The purpose of this study is to examine what individual motives (e.g., self-expression or rewards) and brand communication aspects (such as content) influence consumers' brand engagement behaviors, and how these behaviors are linked to their intentions in favor of a brand.

The authors conducted an online survey with a quota sample of 629 adults in the United States. Participants were recruited through a Qualtrics online panel.

Data indicate that the motivations of entertainment and remuneration are positively associated with consuming and contributing to brand content on social media. In addition, the motive of obtaining information prompts people to consume brand content (e.g., reading a brand's posts or watching videos), while the motivation for self-expression leads to contributing activities (e.g., conversing on a brand's account and uploading videos). After controlling for these motivations, brand communication strategy (such as content and tone) appears to influence consumers' brand-related activities on social media, which subsequently results in consumer intentions in favor of the brand.

Consumer engagement in social media has become the primary focus of corporate communication. This work is one of few studies that have explored how consumer motivation and brand communication come together to generate consumer engagement on social media. The overall findings shed light on how corporate communications can generate consumer engagement on social media and how companies reap benefits from it.

In this era of smartphone applications, brands are actively developing applications to occupy the consumer’s mobile phone space, adding many practical functions to their applications to increase brand exposure or consumer interest in the brand. Augmented reality (AR) has evolved rapidly in the past decade because of technological breakthroughs, making AR no longer an untouchable technology, but one that can be easily used on almost every phone. Therefore, this study aims to combine extended customer experience with AR marketing activities to explain and predict usage and purchase intention.

The eight key factors integrated into the extended customer experience are used as environmental stimulation factors, and Wanna Kicks and FitGlasses are used as experimental environments. A total of 193 valid samples were collected from users with AR experience. The empirical data is processed and verified by partial least squares in this study.

Customer experience has received increasing attention in the field of marketing research. This study developed a model to evaluate the antecedents and consequences of AR marketing activities by systematically adding customer experience, continuance intention, purchase intention and customer engagement, and then linking them to the AR application environment. This study presents the academic and practical implications, which can provide future research directions and references for brand marketing strategies and AR applications.

This study adds interactivity, vividness, perceived usefulness and novelty to the extended concept of customer experience. Therefore, the authors proposed that the extended customer experience can be used to measure the perceptions related to AR applications. This study is expected to provide scholars and practitioners in AR fields with a better understanding of the causes and consequences of customer experience with innovative technologies and to suggest effective marketing recommendations.

在这个智能手机应用时代, 品牌积极发展能占据消费者的手机空间的应用软件, 在已有的应用软件上增加了许多实用性功能来增加品牌曝光或消费者对品牌的兴趣。增强现实 (AR) 在过去十年中由于技术突破从而发展迅速, 让AR不再触不可及, 而是几乎可以在每部手机上轻松使用的技术。因此, 本研究通过结合 AR 营销活动以及延展顾客体验, 来以解释和预测用户使用和购买意向。

本研究用延展顾客体验模型中的八项关键因素来作为环境刺激因素, Wanna Kicks 和 FitGlasses 用作实验环境。 本研究从具有 AR 经验的用户那里收集193个有效样本。数据通过偏最小二乘法来进行处理和验证。

客户体验在营销领域受到越来越多的关注。本研究通过系统地添加客户的 体验、持续意向、购买意向和客户参与度, 然后将它们链接到 AR 应用环境来评估AR 营销活动的前因和后果来建立了一项模型。本研究提出了学术和实践意义, 可以提供未来的研究方向品牌营销策略和AR应用提供参考。

这项研究对客户体验扩展概念增加了交互性、生动性、感知有用性、以及新颖性。因此, 我们建议延展客户体验模型可运用于衡量与 AR 应用相关的用户感知。本研究旨在为学者和AR领域的从业者关于创新技术的客户体验的因果提供更进一步的认知, 并提出有效的营销建议。

This study investigates the determinants of effective human and artificial intelligence (AI) relationship-building strategies for brands. It explores the antecedents and consequences of consumers' interactant satisfaction with communication and identifies ways to enhance consumer purchase intention via AI chatbot promotion.

Microsoft Xiaoice served as the focal AI chatbot, and 331 valid samples were obtained. A two-stage structural equation modeling-artificial neural network approach was adopted to verify the proposed theoretical model.

Regarding the IQ (intelligence quotient) and EQ (emotional quotient) of AI chatbots, the multi-dimensional social support model helps explain consumers' interactant satisfaction with communication, which facilitates affective attachment and purchase intention. The results also show that chatbots should emphasize emotional and esteem social support more than informational support.

Brands should focus more on AI chatbots' emotional and empathetic responses than functional aspects when designing dialogue content for human–AI interactions. Well-designed AI chatbots can help marketers develop effective brand promotion strategies.

This research enriches the human–AI interaction literature by adopting a multi-dimensional social support theoretical lens that can enhance the interactant satisfaction with communication, affective attachment and purchase intention of AI chatbot users.