Pub Date : 2024-07-15DOI: 10.1080/10496491.2024.2372858
D. Arli, Patrick van Esch, Scott Weaven
{"title":"The Impact of SERVQUAL on Consumers’ Satisfaction, Loyalty, and Intention to Use Online Food Delivery Services","authors":"D. Arli, Patrick van Esch, Scott Weaven","doi":"10.1080/10496491.2024.2372858","DOIUrl":"https://doi.org/10.1080/10496491.2024.2372858","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"4 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141648484","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-03DOI: 10.1080/10496491.2024.2318662
Ram Mohan Dhara, Jagrook Dawra, Bikramjit Rishi
Abstract This research investigates how individuals’ regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies.
{"title":"From Trait to Choice: How Regulatory Focus Shapes Store Promotion Usage","authors":"Ram Mohan Dhara, Jagrook Dawra, Bikramjit Rishi","doi":"10.1080/10496491.2024.2318662","DOIUrl":"https://doi.org/10.1080/10496491.2024.2318662","url":null,"abstract":"Abstract This research investigates how individuals’ regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"113 5","pages":"842 - 873"},"PeriodicalIF":0.0,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141682836","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-03DOI: 10.1080/10496491.2024.2318659
Vivek Pani Gumparthi, Mala Srivastava
Abstract Brand love and brand loyalty are crucial factors in consumer-brand relationships. However, few studies have examined the impact of social influences on them. Using structural equation modeling, this study investigated the impact of interpersonal influence and celebrity endorser influence on brand love and brand loyalty, the mediating role of brand love between the two social influences and brand loyalty, and finally the moderating roles of gender and consumer age across these relationships. The results suggest that both the social influences have a crucial role in this context and brand love acts as a partial mediator in the association with brand loyalty. Gender did not play the expected moderating role. However, consumers’ age played a significant moderating role in the relationships between social influences and brand love.
{"title":"The Social Influences in Consumer-Brand Relationships: The Moderating Roles of Gender and Consumer Age","authors":"Vivek Pani Gumparthi, Mala Srivastava","doi":"10.1080/10496491.2024.2318659","DOIUrl":"https://doi.org/10.1080/10496491.2024.2318659","url":null,"abstract":"Abstract Brand love and brand loyalty are crucial factors in consumer-brand relationships. However, few studies have examined the impact of social influences on them. Using structural equation modeling, this study investigated the impact of interpersonal influence and celebrity endorser influence on brand love and brand loyalty, the mediating role of brand love between the two social influences and brand loyalty, and finally the moderating roles of gender and consumer age across these relationships. The results suggest that both the social influences have a crucial role in this context and brand love acts as a partial mediator in the association with brand loyalty. Gender did not play the expected moderating role. However, consumers’ age played a significant moderating role in the relationships between social influences and brand love.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"76 3","pages":"767 - 810"},"PeriodicalIF":0.0,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141682220","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-03DOI: 10.1080/10496491.2024.2318668
Heba E. Hassan
Abstract Drawing on advertising value theory, this study examines the effects of advertising features, including informativeness, entertainment, interactivity, advertisement (ad) relevance, and creativity, on customer attitudes toward ads on social networking sites, as well as their sequential influence on customer responses (brand attitude, interest, and awareness and purchase intent). Structural equation modeling was employed to test the theoretical framework based on 383 responses from an online survey on Facebook. The results indicated that informativeness, interactivity, creativity, and ad relevance are important predictors of ad attitude, whereas entertainment does not influence it. Furthermore, the findings indicate that ad attitude improves customer response variables. Moreover, the findings confirm the mediating role of ad attitude in the associations between all social media advertising features and customer response variables, except for entertainment.
{"title":"Social Media Advertising Features that Enhance Consumers’ Positive Responses to Ads","authors":"Heba E. Hassan","doi":"10.1080/10496491.2024.2318668","DOIUrl":"https://doi.org/10.1080/10496491.2024.2318668","url":null,"abstract":"Abstract Drawing on advertising value theory, this study examines the effects of advertising features, including informativeness, entertainment, interactivity, advertisement (ad) relevance, and creativity, on customer attitudes toward ads on social networking sites, as well as their sequential influence on customer responses (brand attitude, interest, and awareness and purchase intent). Structural equation modeling was employed to test the theoretical framework based on 383 responses from an online survey on Facebook. The results indicated that informativeness, interactivity, creativity, and ad relevance are important predictors of ad attitude, whereas entertainment does not influence it. Furthermore, the findings indicate that ad attitude improves customer response variables. Moreover, the findings confirm the mediating role of ad attitude in the associations between all social media advertising features and customer response variables, except for entertainment.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"125 2","pages":"874 - 900"},"PeriodicalIF":0.0,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141682683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-03DOI: 10.1080/10496491.2024.2318667
Ruchika Sharma, Kritika Nagdev, Pratibha Singh
Abstract In today’s phygital world, the present study demystifies the impact of perceived benefits of Livestream shopping on the purchase intention of users toward fast fashion apparel aligned with theory of planned behavior. The uniqueness of the study is that it presents a novel stance by integrating stimulus-organism-response (SOR) theory and theory of planned behavior (TPB) to propose a comprehensive framework encompassing the relationship between perceptions, attitude and intention in the case of livestream shopping. It also extends the model by incorporating drivers- portal’s quality and influencer’s advice as the moderators to bridge the prevailing gap in literature. Structural equation modeling is applied to analyze the direct and indirect relationships (with attitude as a mediator) in the proposed model followed by evaluating the moderated mediation of portals’ quality and influencers’ advice through SPSS (Hayes, Model 21). Data is collected from 276 respondents using snowball-sampling technique. The novelty of this research lies in its investigation of the mediating role of attitude between perceived benefit of live-stream shopping and intention to purchase, where influencers’ advice was found to have moderated mediation between attitude and intention to buy. On contrast, portals’ quality had no significant moderated mediation effect between perceived benefit and attitude. This study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.
摘要 在当今的网络世界中，本研究根据计划行为理论，揭示了 Livestream 购物的感知利益对用户购买快时尚服装意向的影响。本研究的独特之处在于，它提出了一种新颖的立场，将刺激-有机体-反应（SOR）理论和计划行为理论（TPB）相结合，提出了一个综合框架，涵盖了在直播购物中感知、态度和意向之间的关系。它还通过将驱动因素--门户网站的质量和影响者的建议--作为调节因素对模型进行了扩展，以弥补文献中的普遍差距。结构方程模型被应用于分析拟议模型中的直接和间接关系（以态度为中介），然后通过 SPSS（Hayes，模型 21）评估门户网站质量和影响者建议的中介调节作用。本研究采用滚雪球抽样技术从 276 名受访者中收集数据。本研究的新颖之处在于调查了态度在感知到的直播购物益处和购买意向之间的中介作用，发现有影响力者的建议在态度和购买意向之间具有调节中介作用。相比之下，门户网站的质量在感知利益和态度之间没有明显的调节作用。本研究拓宽了 SOR 模型的应用范围，为越来越多的关于直播流营销的文献做出了贡献。
{"title":"Livestream Shopping Breakthrough: Fast Fashion’s New Frontier Explored through Attitude, Influencer’s Advice, and Portal Quality","authors":"Ruchika Sharma, Kritika Nagdev, Pratibha Singh","doi":"10.1080/10496491.2024.2318667","DOIUrl":"https://doi.org/10.1080/10496491.2024.2318667","url":null,"abstract":"Abstract In today’s phygital world, the present study demystifies the impact of perceived benefits of Livestream shopping on the purchase intention of users toward fast fashion apparel aligned with theory of planned behavior. The uniqueness of the study is that it presents a novel stance by integrating stimulus-organism-response (SOR) theory and theory of planned behavior (TPB) to propose a comprehensive framework encompassing the relationship between perceptions, attitude and intention in the case of livestream shopping. It also extends the model by incorporating drivers- portal’s quality and influencer’s advice as the moderators to bridge the prevailing gap in literature. Structural equation modeling is applied to analyze the direct and indirect relationships (with attitude as a mediator) in the proposed model followed by evaluating the moderated mediation of portals’ quality and influencers’ advice through SPSS (Hayes, Model 21). Data is collected from 276 respondents using snowball-sampling technique. The novelty of this research lies in its investigation of the mediating role of attitude between perceived benefit of live-stream shopping and intention to purchase, where influencers’ advice was found to have moderated mediation between attitude and intention to buy. On contrast, portals’ quality had no significant moderated mediation effect between perceived benefit and attitude. This study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"69 4","pages":"737 - 766"},"PeriodicalIF":0.0,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141684192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-03DOI: 10.1080/10496491.2024.2318663
Shengliang Zhang, Yuqi Song, Dinghao Guo, Ai Ren
Abstract Live streaming commerce has attracted wide attention as a new online marketing method. However, it is not clear how the relationship between merchants and customers affects consumers’ purchase intention. Based on SOR theory, we propose a theoretical model to explore the relationship between relational bonds, perceived value and purchase intention. In addition, we also explored the moderating role of live streaming platform types (ELP/SLP). Empirical results (N = 490) reveal that relational bonds increased purchase intention. Perceived utilitarian value plays a positive mediating role in the impact of financial bonds and structural bonds on purchase intention, and perceived hedonic value plays a positive mediating role in the impact of social bonds and structural bonds on purchase intention. ELP enhanced the relationship between structural bonds, perceived utilitarian value and purchase intention. SLP enhanced the relationship between social bonds, perceived hedonic value and purchase intention. This research may help live streaming commerce practitioners to understand and promote consumers’ purchase intention from the perspective of relationship marketing.
摘要 实时流媒体商务作为一种新的在线营销方式已引起广泛关注。然而，商家与顾客之间的关系如何影响消费者的购买意向尚不清楚。基于 SOR 理论，我们提出了一个理论模型来探讨关系纽带、感知价值和购买意向之间的关系。此外，我们还探讨了直播平台类型（ELP/SLP）的调节作用。实证结果（N = 490）显示，关系纽带增加了购买意向。感知功利价值在金融纽带和结构纽带对购买意向的影响中起着积极的中介作用，感知享乐价值在社交纽带和结构纽带对购买意向的影响中起着积极的中介作用。ELP增强了结构纽带、感知功利价值和购买意向之间的关系。SLP增强了社会纽带、感知享乐价值和购买意向之间的关系。这项研究可能有助于直播商务从业者从关系营销的角度理解和促进消费者的购买意向。
{"title":"The Effects of Relational Bonds on Purchasing Intention in the Live Streaming Context: The Moderating Role of Platform Type","authors":"Shengliang Zhang, Yuqi Song, Dinghao Guo, Ai Ren","doi":"10.1080/10496491.2024.2318663","DOIUrl":"https://doi.org/10.1080/10496491.2024.2318663","url":null,"abstract":"Abstract Live streaming commerce has attracted wide attention as a new online marketing method. However, it is not clear how the relationship between merchants and customers affects consumers’ purchase intention. Based on SOR theory, we propose a theoretical model to explore the relationship between relational bonds, perceived value and purchase intention. In addition, we also explored the moderating role of live streaming platform types (ELP/SLP). Empirical results (N = 490) reveal that relational bonds increased purchase intention. Perceived utilitarian value plays a positive mediating role in the impact of financial bonds and structural bonds on purchase intention, and perceived hedonic value plays a positive mediating role in the impact of social bonds and structural bonds on purchase intention. ELP enhanced the relationship between structural bonds, perceived utilitarian value and purchase intention. SLP enhanced the relationship between social bonds, perceived hedonic value and purchase intention. This research may help live streaming commerce practitioners to understand and promote consumers’ purchase intention from the perspective of relationship marketing.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"26 3","pages":"707 - 736"},"PeriodicalIF":0.0,"publicationDate":"2024-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141683927","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-14DOI: 10.1080/10496491.2024.2367203
Mariano Méndez-Suárez, Luca Delbello, Alejandro de Vega de Unceta, Ana Lucia Ortega Larrea
{"title":"Factors Affecting Consumers’ Attitudes Towards Artificial Intelligence","authors":"Mariano Méndez-Suárez, Luca Delbello, Alejandro de Vega de Unceta, Ana Lucia Ortega Larrea","doi":"10.1080/10496491.2024.2367203","DOIUrl":"https://doi.org/10.1080/10496491.2024.2367203","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"9 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141344531","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-26DOI: 10.1080/10496491.2024.2333485
Sanjukta A. Pookulangara, A. Shephard, Sidharth Muralidharan
{"title":"Organization Sustainability Communication by Fashion Brands: A Qualitative Analysis of Messaging and Engagement on Facebook and Instagram","authors":"Sanjukta A. Pookulangara, A. Shephard, Sidharth Muralidharan","doi":"10.1080/10496491.2024.2333485","DOIUrl":"https://doi.org/10.1080/10496491.2024.2333485","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"87 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140377700","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-26DOI: 10.1080/10496491.2024.2333481
Ioanna Moutzala, G. Spais
{"title":"Are Gamification and Consumer Happiness the Links Between Gourmet Food Packaging Design and Mobile Points of Sales?","authors":"Ioanna Moutzala, G. Spais","doi":"10.1080/10496491.2024.2333481","DOIUrl":"https://doi.org/10.1080/10496491.2024.2333481","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"124 45","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140378627","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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