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Article
Publication date: 8 September 2023

Mokhalles Mohammad Mehdi, Arshan Kler and Lubna Nafees

This study aims to empirically examine the factors that affect mobile loyalty (m-loyalty) and its influence on customer reuse intention towards mobile instant messaging services…

Abstract

Purpose

This study aims to empirically examine the factors that affect mobile loyalty (m-loyalty) and its influence on customer reuse intention towards mobile instant messaging services. This study identified measurement items to assess the business users and individual users reuse intention towards mobile instant messaging services and test the relationship in the conceptual model. This study bridges a literature gap focusing on m-loyalty and its impact on customer reuse intention, which has not received attention previously.

Design/methodology/approach

To evaluate the influence of the factors, this study identified and extracted the items from past literature to develop the survey instrument. This study surveyed 600 respondents including business users and individual users from the Delhi-National Capital Region of India and applied the structural equation modelling to test the conceptual model.

Findings

The results revealed that satisfaction and m-loyalty have a direct effect on the business users and individual users’ reuse intention of mobile instant messaging services. This study found that satisfaction, usability, perceived value, commitment, trust and m-loyalty influence on business users reuse intention. This study indicate that enjoyment has an insignificant relationship on m-loyalty for business users followed by usability and enjoyment has an insignificant relationship on m-loyalty for individual users. Further, female gender does not moderate the relationship between satisfaction and business users reuse intention. The cognitive absorption and the unified theory of acceptance and use of technology (UTAUT) theories supported evaluating the association between the factors in the context of business and individual users reuse intention of mobile instant messaging service.

Research limitations/implications

The empirical findings imply that all the factors except enjoyment have directly influenced the business users reuse intention of mobile instant messaging. The significant influence of usability factor on the business users reuse intention towards mobile instant messaging is the major variation between the validated models of business and individual samples. The results of influencing factors of m-loyalty and its impact on customer reuse intention are associated with cognitive absorption and the UTAUT theories.

Practical implications

Focus on these factors can be beneficial for the business users, managers, mobile instant messaging service providers and application developers to increase customer loyalty and reuse intention for the mobile instant messaging services. This research will facilitate mobile instant messaging service providers to keep their services market relevant and focus on user satisfaction in building applications for loyalty.

Originality/value

This research identified measurement items from earlier literature to identify, analyze and verify the relevance of these factors in m-loyalty and customer reuse intention of mobile instant messaging services and fill the gap in customer reuse intention of mobile instant messaging services literature.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 31 January 2024

Rufai Ahmad, Sotirios Terzis and Karen Renaud

This study aims to investigate how phishers apply persuasion principles and construct deceptive URLs in mobile instant messaging (MIM) phishing.

Abstract

Purpose

This study aims to investigate how phishers apply persuasion principles and construct deceptive URLs in mobile instant messaging (MIM) phishing.

Design/methodology/approach

In total, 67 examples of real-world MIM phishing attacks were collected from various online sources. Each example was coded using established guidelines from the literature to identify the persuasion principles, and the URL construction techniques employed.

Findings

The principles of social proof, liking and authority were the most widely used in MIM phishing, followed by scarcity and reciprocity. Most phishing examples use three persuasion principles, often a combination of authority, liking and social proof. In contrast to email phishing but similar to vishing, the social proof principle was the most commonly used in MIM phishing. Phishers implement the social proof principle in different ways, most commonly by claiming that other users have already acted (e.g. crafting messages that indicate the sender has already benefited from the scam). In contrast to email, retail and fintech companies are the most commonly targeted in MIM phishing. Furthermore, phishers created deceptive URLs using multiple URL obfuscation techniques, often using spoofed domains, to make the URL complex by adding random characters and using homoglyphs.

Originality/value

The insights from this study provide a theoretical foundation for future research on the psychological aspects of phishing in MIM apps. The study provides recommendations that software developers should consider when developing automated anti-phishing solutions for MIM apps and proposes a set of MIM phishing awareness training tips.

Details

Information & Computer Security, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2056-4961

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

Open Access
Article
Publication date: 23 June 2022

Tshepo Arnold Chauke and Mpho Ngoepe

Many organisations, including professional councils, operate manually to ensure document flow to clients and stakeholders. This results in the loss of valuable documentation such…

1046

Abstract

Purpose

Many organisations, including professional councils, operate manually to ensure document flow to clients and stakeholders. This results in the loss of valuable documentation such as certificates and the incurring of costs due to the returning of post to the sender. The purpose of this study was to explore digital transformation of document flow at the South African Council for Social Science Professionals.

Design/methodology/approach

The methodological approach involved qualitative data collected through interviews, observation and document analysis in response to research questions. The study was a participatory action research project that involved collaboration between researchers and study participants in defining and solving the problem through needs assessment exercise. All three phases of participatory action research were followed, namely, the “look phase”: getting to know stakeholders so that the problem is defined on their terms and the problem definition is reflective of the community context; the “think phase”: interpretation and analysis of what was learned in the “look phase” and the “act phase”: planning, implementing, and evaluating, based on information collected and interpreted in the first two phases.

Findings

The study identified various issues relating to poor data quality, high rate of registered postal returns and non-delivery electronic messages that cannot reach all the intended recipients and accumulation of data for decades. In this regard, the study proposes a framework that can be used by SACSSP to update and verify their details on the portal, as well as digital certificates for membership.

Research limitations/implications

Although the proposed framework is tailor-made for the professional council, it is not depended on prescribed technologies due to usage of open standards that can be used by industry and researchers. Therefore, it can be applied in other context where institutions such as universities communicate with many clients via postal or courier services.

Originality/value

The study used participatory action research involving the researchers and the organisation to solve the problem. The study presented a workflow that the council can use to ensure that the documents reach intended recipients. Furthermore, digital transformation of the process will ensure that the registered professionals are able to access their certificates online and can print them when necessary.

Details

Global Knowledge, Memory and Communication, vol. 73 no. 1/2
Type: Research Article
ISSN: 2514-9342

Keywords

Open Access
Article
Publication date: 26 February 2024

Rodney Graeme Duffett and Mihlali Maraule

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary…

1664

Abstract

Purpose

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.

Design/methodology/approach

Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.

Findings

The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.

Practical implications

This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.

Originality/value

By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

Article
Publication date: 20 July 2022

Roseline Misati, Jared Osoro, Maureen Odongo and Farida Abdul

The purpose of this paper is to examine the effect of digital financial innovation on financial depth and economic growth in Kenya.

Abstract

Purpose

The purpose of this paper is to examine the effect of digital financial innovation on financial depth and economic growth in Kenya.

Design/methodology/approach

The study utilized autoregressive distributed lag (ARDL) model, which is preferable over other time series methods as the model allows application of co-integration tests to time series with different integration orders and is flexible to the sample size including small and finite.

Findings

The main findings of this paper are as follows: first, there is evidence of a positive relationship between digital financial innovation and financial depth with the strongest impact emanating from Internet usage and mobile financial services and the lowest impact from bank branches; second, the results reveal a significant positive impact of financial depth on economic growth consistent with the supply-leading finance theory.

Practical implications

The results of the study imply a need for investment in technology-enabling infrastructure for digital financial services (DFS) and a redesign of strategies to avoid further financial exclusion of low-income earners due to the unaffordability of digital devices and financial and digital illiteracy.

Originality/value

The study is original and important for policymakers as the study provides insights on the components of financial innovation that are growth-enhancing in Kenya, considering that some aspects of innovation can be growth-retarding as was demonstrated during the global financial crisis.

Details

International Journal of Emerging Markets, vol. 19 no. 3
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 6 February 2024

Jagdish N. Sheth, Varsha Jain and Anupama Ambika

This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few…

Abstract

Purpose

This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contribute to industry and academia by exploring the service design model.

Design/methodology/approach

The study adopted a theories-in-use approach to elucidate mental models based on the industry’s best practices. In-depth interviews with 62 professionals led to critical insights into customer service design development, supported by service-dominant logic and theory of mind principles.

Findings

The ensuing insights led to a model that connects the antecedents and outcomes of empathetic and user-centric customer service design. The precursors include people, processes and technology, while the results are user experience, service trust and service advocacy. The model also emphasises the significance of the user’s journey and the user service review in the overall service design.

Research limitations/implications

The model developed through this study addresses the critical gap concerning the lack of service design research in customer support services. The key insights from this study contribute to the ongoing research endeavours towards transitioning customer support services from an operational unit to a strategic value-creating function. Future scholars may investigate the applicability of the empathetic user service design across cultures and industries. The new model must be customised using real-time data and analytics across user journey stages.

Practical implications

The empathetic and user-centric design can elevate the customer service function as a significant contributor to the overall customer experience, loyalty and positive word of mouth. Practitioners can adopt the new model to provide superior customer service experiences. This original research was developed through crucial insights from interviews with senior industry professionals.

Originality/value

This research is the original work developed through the key insights from the interview with senior industry professionals.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 March 2024

Daniel Koloseni and Herman Mandari

The purpose of this paper is examining how financial inclusion can be enhanced in rural and remote areas in emerging economies through the adoption of Financial technologies. The…

Abstract

Purpose

The purpose of this paper is examining how financial inclusion can be enhanced in rural and remote areas in emerging economies through the adoption of Financial technologies. The study examines the direct influence of technological characteristics, facilitating conditions, trust and perceived risk on adoption of FinTech. Furthermore, the study examines the mediating effects of facilitating conditions and moderating effects of education level in adoption of FinTech.

Design/methodology/approach

The study employed quantitative research design. Stratified and simple random sampling were employed to identify areas in which respondents will be collected. Drop and Pick method was further employed to collect 275 valid and reliable responses. Structural equation modeling was used to analyze the data and assess the reliability and validity of the measurement model. Structural model analysis was employed to examine the hypothesized relationship.

Findings

The results show that compatibility, complexity agent trust, perceived risk and facilitating have significant influence on adoption of FinTech. Furthermore, the findings show that facilitating conditions mediate the relationship between all technological characteristics and FinTech adoption except the relationship between compatibility and FinTech. The study also has found that education level moderates the relationship between observability and FinTech adoption as well as trialability and FinTech adoption.

Research limitations/implications

This study employed cross-sectional research-based techniques in collecting data for analyzing the hypothesized relationship. However, the drawback of cross-sectional may impact the findings of this study over a long time. Therefore, future studies must consider conducting longitudinal studies which may collect data over some time for analysis of the FinTech adoption. Furthermore, the generalization of these findings should be considered carefully by other countries which are not economically similar to Tanzania and developed countries. This also provides room for future studies to examine the same area in countries with different economic development.

Originality/value

This study contributes to knowledge into two folds: First there is limited knowledge on adoption of FinTech in emerging economies; the study addresses the knowledge gap by providing empirical findings which will help scholar. Furthermore, less studies have examined the moderating effects of facilitating condition in adoption of technology. This study addresses the knowledge gap by examining the moderating influence of moderating influence of facilitating conditions. Also, this study provides empirical findings which will help policymakers to implement strategy that will speed-up financial inclusion in rural and isolated areas in emerging economies.

Details

Technological Sustainability, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2754-1312

Keywords

Article
Publication date: 16 January 2024

Annette Mills, Nelly Todorova and Jing Zhang

Disasters and other emergencies are increasing, with millions of people affected by events like earthquakes, fires and flooding. The use of mobile emergency alert systems (MEAS…

Abstract

Purpose

Disasters and other emergencies are increasing, with millions of people affected by events like earthquakes, fires and flooding. The use of mobile emergency alert systems (MEAS) can improve people’s responses by providing targeted alerts based on location and other personal details. This study aims to understand the factors that influence people’s willingness to share the personal information that is needed to provide context-specific messaging about a threat and protective actions.

Design/methodology/approach

Drawing on protection motivation theory (PMT), this study proposes and tests a model of willingness to use personalised MEAS that incorporates key factors related to an individual’s appraisal of a potential threat (i.e. perceived vulnerability and severity) and coping capacity (i.e. response efficacy and self-efficacy), with deterrents like response cost and privacy concern. This study uses survey data from 226 respondents in New Zealand and SmartPLS to assess the model.

Findings

The results show how willingness to use MEAS is influenced by people’s appraisal of an emergency threat and their perception of how using MEAS would help them to cope effectively. Fear and perceived severity are significant motivators of MEAS use, along with coping appraisal. However, when the negative influences of privacy concern and response cost are strong enough, they can dissuade use, despite knowing the risks.

Originality/value

The study addresses a gap in research on the use of alert systems like MEAS, which require sharing of personal information and continuous engagement such as the real-time disclosure of one’s location. It confirms the significance of factors not studied in prior research, such as privacy concerns, that can dissuade use. This study also extends the application of the PMT in the context of emergency management.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 27 September 2022

Santus Kumar Deb, Shohel Md. Nafi and Marco Valeri

This paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation…

2785

Abstract

Purpose

This paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism for sustainable business in a new normal era.

Design/methodology/approach

This paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.

Findings

Among the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.

Research limitations/implications

The study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.

Originality/value

The study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.

Details

European Journal of Innovation Management, vol. 27 no. 3
Type: Research Article
ISSN: 1460-1060

Keywords

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