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Article
Publication date: 13 October 2020

Mukta Srivastava and Sreeram Sivaramakrishnan

It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether…

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Abstract

Purpose

It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE). While answering this question, this study also assesses the influence of eWOM and CBE on customer loyalty and satisfaction with the brand. The study has been conducted across two products –a search product and an experience product.

Design/methodology/approach

A model is developed and hypotheses are proposed using the Elaboration Likelihood Model which are then tested using PLS-SEM. Data was collected from 712 respondents across India.

Findings

Findings indicate that eWOM significantly and positively affects CBE in both product categories. CBE significantly and positively influences both satisfaction and loyalty. eWOM is not significantly related to loyalty for both search and experience products. It is, however, found to be significantly and positively associated with satisfaction in case of the experience product, while a non-significant relationship was found for the search product.

Research limitations/implications

The present study uses the survey method and PLS-SEM as the analysis technique which makes it correlational and confirmatory. The study, therefore, makes no firm claims on establishing causality.

Originality/value

The paper presents an original idea that CBE fully mediates the relationship between eWOM and satisfaction. This study attempts to fulfil a critical gap in the existing literature by establishing that eWOM generated by other users/consumers about a brand has a significant impact on CBE irrespective of the type of the product that is search or experience.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 14 March 2022

Mukta Srivastava and Sreeram Sivaramakrishnan

Research in customer engagement (CE) has gained momentum in the last decade, thanks to its growing popularity among scholars and practitioners. The Marketing Science Institute…

1950

Abstract

Purpose

Research in customer engagement (CE) has gained momentum in the last decade, thanks to its growing popularity among scholars and practitioners. The Marketing Science Institute (MSI), for instance, has been continually listing CE as part of its Tier I research priorities since 2010. CE scholars have also studied the construct in the international marketing context. Hofstede's characterization of cultures as either individualist or collectivist helped scholars explain the need for different CE strategies across countries, and the domain seems to be evolving ever since. The ever-growing interest of CE scholars in the international market and cross-cultural scenarios requires a comprehensive and scientific review of the literature. Using bibliometric analysis, this study fills this critical gap by mapping the intellectual structure of CE research in the context of international marketing and provides future research directions to scholars in this domain.

Design/methodology/approach

The authors have used VOSviewer and Biblioshiny software packages to conduct a bibliometric analysis of 109 articles in the domain.

Findings

The major findings include the most influential countries, journals, articles and authors, the different research streams and their development and the future research directions in the domain. When CE is considered in an international marketing context, four broad themes emerged. The first theme is about differences in customer engagement behaviors across cultures. The second theme is about the development of CE and related constructs. The third theme relates to how brands have used CE and CBE (customer brand engagement) across different international contexts. The fourth theme is all about the conceptual and methodological support for the study of CE.

Originality/value

This study is a novel attempt at providing a comprehensive bibliometric analysis of CE research in the international marketing context, using a combination of VOSviewer and Biblioshiny software packages.

Details

International Marketing Review, vol. 39 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 29 April 2021

Mukta Srivastava and Sreeram Sivaramakrishnan

Customer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and…

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Abstract

Purpose

Customer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and loyalty. The purpose of this study is to develop a deep understanding of the CE construct in marketing literature using bibliometric analysis.

Design/methodology/approach

In this study, 940 articles were retrieved from Scopus, the well-known electronic database. Bibliographic coupling and co-occurrence analysis using VOSviewer along with content analysis were employed.

Findings

After careful content analysis, six clusters were identified through bibliographic coupling: (1) modeling customer engagement, (2) customer engagement theory and empirical validation, (3) customer engagement and service-dominant logic, (4) customer engagement and social media, (5) customer engagement and brand platforms and (6) engagement in other contexts. The outcomes of this study would not only be valuable for scholars working in the CE domain, but could also be useful for practitioners and policymakers who wish to enhance their understanding about CE.

Originality/value

Over the past decade, the research on CE construct has exploded owing to the growing interest of both scholars and practitioners in the field. Despite being a popular field of research, there is no published work on a comprehensive bibliometric analysis of the construct in marketing literature. The current study bridges this gap in the existing literature.

Details

Marketing Intelligence & Planning, vol. 39 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Abstract

Subject area

Marketing.

Study level/applicability

MBA/Postgraduate.

Case overview

The case describes the situation faced by a sales manager of a commoditized product in a tough and competitive market. Aileron Consumer and Lighting Group (ACLG) was among the top ten fast moving consumer goods (FMCG) companies in the country while also being among the fastest growing companies in India and had a diverse portfolio ranging from trade lighting to commercial and institutional lighting. Sunil, the sales manager, after his training found himself in the Budhwar Peth market in Pune, Western India where he was expected to find a way to increase sales of compact fluorescent lamps (CFLs). The product was undifferentiated and the competition was extremely strong with large allocations to advertising and dealer support. Sunil realized that his only hope for achieving his sales targets was to organize a sales promotion. His team and he came up with three options for sales promotions – two trade promotions and one consumer promotion. Sunil had to make the right choice of sales promotion for his market and the situation he found himself in.

Expected learning outcomes

This case is well-suited for courses in sales and distribution management, marketing channels, sales promotions or promotion management. It can also be used in courses dealing with marketing strategy or integrated marketing communications. This case allows the instructor to discuss sales channel and sales promotion issues faced by sales managers in an Indian context.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 3 July 2017

Sreeram Sivaramakrishnan, Mala Srivastava and Anupam Rastogi

The purpose of this paper is to study the influence of factors such as financial literacy on a consumer’s investment decisions, particularly in the stock market. Based on two…

6761

Abstract

Purpose

The purpose of this paper is to study the influence of factors such as financial literacy on a consumer’s investment decisions, particularly in the stock market. Based on two empirical studies, the theory of planned behaviour (TPB) was used to understand stock market participation (SMP) in India while developing a model to represent the relationships between the various factors. Consumer financial literacy was conceptualised to be a part of perceived behavioural control and included in the TPB.

Design/methodology/approach

A mixed methods research was followed where qualitative research preceded a quantitative survey-based study. In-depth interviews were conducted with investors and experts, results of which, when combined with the literature review, revealed seven variables including financial literacy which were pooled into three distinct groups based on the TPB. Responses obtained from 506 retail investors from four cities in India were analysed. Structural equation modelling was used to test the models and arrive at a final empirical model.

Findings

Results of the study indicated that investment intention predicts actual investments in the stock market (which represented behaviour). Financial literacy – both subjective and objective – were also found to be significant influencers on intention while only objective financial literacy seemed to affect behaviour. Three variables – perception of regulator, risk avoidance, and hassle factor – were combined to form a second-order construct which was named “Attitude to Investment Behaviour”. This had a negative impact on intention to invest in the equity markets. Financial well-being seemed to have a negative impact on intention while having a positive relationship with behaviour.

Practical implications

The results present significant investor behaviour and policy implications for financial services marketing. Some interventions, especially in the area of consumer financial literacy, are more likely than others to help consumers bridge the gap between non-participation and participation in the stock market.

Originality/value

The study makes a contribution to investor behaviour theory in the form of a comprehensive model to explain SMP in an emerging market. This can be further tested across geographies.

Details

International Journal of Bank Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

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