People’s perception of and preference for cities have a close relationship with the shaping and transmission of the city’s image. This article explores the factors that influence the audience’s city preference by applying empathy theory to the mobile urban music “Xi'an People’s Song.” The branding of urban music and its mobile socialization appear to affect urban music empathy positively, although awareness has no significant effect. Urban music empathy fully mediates between branding and goodwill and between the social function of urban music and goodwill. However, the moderating effect of people’s familiarity with urban culture is not significant for urban music empathy and urban preference. The hypothesized relationships are further illustrated on this basis, and the optimization of urban music as a creative medium for promoting city image is discussed.
{"title":"Factors Influencing Audience’s Urban Preference through Mobile-Enabled Music","authors":"Zhi-Hui Zhu, Han-Ying Chen","doi":"10.32479/irmm.16207","DOIUrl":"https://doi.org/10.32479/irmm.16207","url":null,"abstract":"People’s perception of and preference for cities have a close relationship with the shaping and transmission of the city’s image. This article explores the factors that influence the audience’s city preference by applying empathy theory to the mobile urban music “Xi'an People’s Song.” The branding of urban music and its mobile socialization appear to affect urban music empathy positively, although awareness has no significant effect. Urban music empathy fully mediates between branding and goodwill and between the social function of urban music and goodwill. However, the moderating effect of people’s familiarity with urban culture is not significant for urban music empathy and urban preference. The hypothesized relationships are further illustrated on this basis, and the optimization of urban music as a creative medium for promoting city image is discussed.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 16","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141675478","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}
K. Sharp, H. Lues, Rita Klonaridis, Marko van Deventer, Re-an Müller, E. Redda
The purpose of this study was to explore the factors that influence consumers’ attitudes towards digital communications within the South African banking industry by validating a six-factor model and determining the influence of entertainment, invasiveness, personalisation, informativeness and credibility of banks’ digital communication on consumers’ attitudes towards the digital communication of banks. The identified respondents for this study constituted 500 South African adults aged 18 years and older. This sample size was in line with the requirements for structural equation modelling (SEM), which was the primary method used to analyse the captured data. When collecting the data, the services of a market research company were employed. A computer-administered questionnaire, including a cover letter outlining the purpose of the study, as well as a section that requested demographic information was used. As per the findings of this study, the model presents acceptable reliability and adequate model fit. Consequently, the hypothesised model includes six factors, namely entertainment, informativeness, credibility, personalisation, invasiveness and attitudes. The model and recommendations in this study may assist banks in their efforts to continuously assess and improve how they create, manage and enhance their digital communications.
{"title":"Factors Influencing Consumers’ Attitudes towards Digital Communications within the South African Banking Industry","authors":"K. Sharp, H. Lues, Rita Klonaridis, Marko van Deventer, Re-an Müller, E. Redda","doi":"10.32479/irmm.15995","DOIUrl":"https://doi.org/10.32479/irmm.15995","url":null,"abstract":"The purpose of this study was to explore the factors that influence consumers’ attitudes towards digital communications within the South African banking industry by validating a six-factor model and determining the influence of entertainment, invasiveness, personalisation, informativeness and credibility of banks’ digital communication on consumers’ attitudes towards the digital communication of banks. The identified respondents for this study constituted 500 South African adults aged 18 years and older. This sample size was in line with the requirements for structural equation modelling (SEM), which was the primary method used to analyse the captured data. When collecting the data, the services of a market research company were employed. A computer-administered questionnaire, including a cover letter outlining the purpose of the study, as well as a section that requested demographic information was used. As per the findings of this study, the model presents acceptable reliability and adequate model fit. Consequently, the hypothesised model includes six factors, namely entertainment, informativeness, credibility, personalisation, invasiveness and attitudes. The model and recommendations in this study may assist banks in their efforts to continuously assess and improve how they create, manage and enhance their digital communications. ","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141676205","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}
This paper assesses the impact of green Corporate Social Responsibility (CSR) on employee green well-being and creativity among hospitality enterprises in the United Arab Emirates (UAE). It considers the moderating impact of employee green value on the relationship between employee green well-being and creativity. The study employed a quantitative research design, utilizing 213 responses from employees working in hospitality firms in various cities across the UAE. It used the statistical software Smart PLS, which revealed two key findings. First, employees reported higher levels of well-being when their companies placed a greater emphasis on green CSR. Second, the study findings showed a positive relationship between employee green well-being and creativity. However, the discussion found no strong evidence supporting the importance of employee green value as a moderator. These findings have significant implications for the hospitality industry, as they propose that incorporating green CSR projects into strategic planning and development processes can improve employee green well-being and creativity, which will ultimately enhance the company’s performance.
{"title":"The Impact of Green Corporate Social Responsibility on Employee Green Well-being and Creativity","authors":"Hafidha Bettayeb, Mohammad Al-Hawari","doi":"10.32479/irmm.16576","DOIUrl":"https://doi.org/10.32479/irmm.16576","url":null,"abstract":"This paper assesses the impact of green Corporate Social Responsibility (CSR) on employee green well-being and creativity among hospitality enterprises in the United Arab Emirates (UAE). It considers the moderating impact of employee green value on the relationship between employee green well-being and creativity. The study employed a quantitative research design, utilizing 213 responses from employees working in hospitality firms in various cities across the UAE. It used the statistical software Smart PLS, which revealed two key findings. First, employees reported higher levels of well-being when their companies placed a greater emphasis on green CSR. Second, the study findings showed a positive relationship between employee green well-being and creativity. However, the discussion found no strong evidence supporting the importance of employee green value as a moderator. These findings have significant implications for the hospitality industry, as they propose that incorporating green CSR projects into strategic planning and development processes can improve employee green well-being and creativity, which will ultimately enhance the company’s performance.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141674246","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}
Poor managerial decisions on the part of university managers have continued to be on the increase due to poor financial literacy skills and knowledge. Previous studies on financial literacy skills in Nigeria have been largely investigated through the lens of financial institutions and small and medium-scale enterprises leaving sparse attention to the educational institution-university. This research chasm forms the need for this study. The paper aims to dissect the importance and challenges of financial literacy skills for managers’ financial and managerial decision-making. The methodological blueprint drew insight from the pragmatism philosophical worldview with a mixed-method approach to understanding the research problem. A total of 115 and 16-unit managers were randomly and purposively recruited with the structured questionnaire and semi-structured interview type employed to retrieve quantitative and qualitative data. Data were analyzed with the Structural Equation Model (SEM) and the NVivo (v.12) qualitative software. Financial planning, book-keeping, cashbook, and inventory financial literacy skills of managers were identified with accompanying challenges in the areas of lack of training on financial literacy development and poor financial skill and accounting background. The strategic measures required for the improved acquisition of financial literacy skills include timely financial literacy training, access to financial literacy tools and software, and the need to prioritize the recruitment of managers with financial literacy knowledge. The study echoes increased support for ensuring university managers are adequately trained on the complexities of financial literacy skills.
{"title":"Level of Financial Literacy Skills and Managerial Decision Implication among University Managers","authors":"S. Adewumi","doi":"10.32479/irmm.15938","DOIUrl":"https://doi.org/10.32479/irmm.15938","url":null,"abstract":"Poor managerial decisions on the part of university managers have continued to be on the increase due to poor financial literacy skills and knowledge. Previous studies on financial literacy skills in Nigeria have been largely investigated through the lens of financial institutions and small and medium-scale enterprises leaving sparse attention to the educational institution-university. This research chasm forms the need for this study. The paper aims to dissect the importance and challenges of financial literacy skills for managers’ financial and managerial decision-making. The methodological blueprint drew insight from the pragmatism philosophical worldview with a mixed-method approach to understanding the research problem. A total of 115 and 16-unit managers were randomly and purposively recruited with the structured questionnaire and semi-structured interview type employed to retrieve quantitative and qualitative data. Data were analyzed with the Structural Equation Model (SEM) and the NVivo (v.12) qualitative software. Financial planning, book-keeping, cashbook, and inventory financial literacy skills of managers were identified with accompanying challenges in the areas of lack of training on financial literacy development and poor financial skill and accounting background. The strategic measures required for the improved acquisition of financial literacy skills include timely financial literacy training, access to financial literacy tools and software, and the need to prioritize the recruitment of managers with financial literacy knowledge. The study echoes increased support for ensuring university managers are adequately trained on the complexities of financial literacy skills.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 11","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141673683","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}
Given that India is among the countries with the fastest-growing digital banking service providers globally, the purpose of this research is to examine the relationship between service quality and customer satisfaction when using digital banking through the use of a structural equation model. An organised set of survey questions was created in order to gather information from respondents in India. The study employed a stratified sampling technique to choose possible participants. 232 completed and useable questionnaires were chosen from the distribution to be analysed using AMOS-structural equation modelling (SEM). The findings demonstrated that consumer satisfaction with digital banking is positively and significantly impacted by all of the components of service quality—tangibility, reliability, responsiveness, assurance, and empathy. Customer satisfaction is very strongly impacted by response. Additionally, it has been determined that tangibility has less of an impact on consumer satisfaction. The findings also indicate that digital banking service providers should focus on improving all facets of service quality, with a focus on timeliness and reliability, in order to boost consumer satisfaction. When providing services to end users and clients of digital banking, researchers, banking authorities, legislators, and financial organisations will need to consider a number of conclusions from this study. Additionally, this implication aids banks in comprehending and creating policies and strategies to enhance India's digital banking services.
{"title":"Analysing the Art of Service Quality and Customer Satisfaction of Digital Banking Services: A SEM Approach","authors":"C. M. Bhuvaneswari, K. Maruthamuthu","doi":"10.32479/irmm.16234","DOIUrl":"https://doi.org/10.32479/irmm.16234","url":null,"abstract":"Given that India is among the countries with the fastest-growing digital banking service providers globally, the purpose of this research is to examine the relationship between service quality and customer satisfaction when using digital banking through the use of a structural equation model. An organised set of survey questions was created in order to gather information from respondents in India. The study employed a stratified sampling technique to choose possible participants. 232 completed and useable questionnaires were chosen from the distribution to be analysed using AMOS-structural equation modelling (SEM). The findings demonstrated that consumer satisfaction with digital banking is positively and significantly impacted by all of the components of service quality—tangibility, reliability, responsiveness, assurance, and empathy. Customer satisfaction is very strongly impacted by response. Additionally, it has been determined that tangibility has less of an impact on consumer satisfaction. The findings also indicate that digital banking service providers should focus on improving all facets of service quality, with a focus on timeliness and reliability, in order to boost consumer satisfaction. When providing services to end users and clients of digital banking, researchers, banking authorities, legislators, and financial organisations will need to consider a number of conclusions from this study. Additionally, this implication aids banks in comprehending and creating policies and strategies to enhance India's digital banking services.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141673813","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}
This study investigates the application of game theory and matrix-based analysis in enhancing social media marketing strategies for e-commerce businesses. By integrating these mathematical models with social media analytics, aim to provide a comprehensive framework that can predict consumer behavior, optimize competitive strategies, and improve engagement on digital platforms. This study's application of a game theory matrix model on social media marketing strategies showcased clear benefits for e-commerce entities, with aggressive marketing tactics boosting market share by 30% against passive competitors and achieving a 20% increase even when competitors also adopted aggressive approaches. The Nash Equilibrium emphasize the balanced market share gains when both firms engaged in aggressive strategies. Statistical analysis reinforced the efficacy of these strategies, with a chi-square test yielding a significant value of 13.4, suggesting a strong link between aggressive marketing and enhanced engagement metrics. Regression analysis further validated the impact of engagement on sales, indicating that a 1% increase in likes, comments, and shares corresponded to a 0.75% uplift in sales, evidenced by significant predictors with β values of 0.25, 0.35, and 0.40 for likes, comments, and shares respectively. Content analysis and consumer surveys highlighted a preference for authentic, value-aligned content, with aggressive strategies leading to a 50% higher engagement rate and a 60% consumer preference for such content, emphasizing the critical role of strategic alignment with consumer expectations. Incorporating game theory and matrix-based analysis into e-commerce social media strategies offers a novel approach to understanding and leveraging the complex interplay of consumer interactions and competitive dynamics. This methodology enables marketers to devise more targeted, adaptive, and effective marketing campaigns, driving growth and enhancing consumer satisfaction in the competitive digital marketplace.
{"title":"Using Social Media Analysis to Improve E-commerce Marketing Strategies","authors":"Olha Semenda, Yuliia Sokolova, Olena Korovina, Oleksandra Bratko, Iryna Polishchuk","doi":"10.32479/irmm.16196","DOIUrl":"https://doi.org/10.32479/irmm.16196","url":null,"abstract":"This study investigates the application of game theory and matrix-based analysis in enhancing social media marketing strategies for e-commerce businesses. By integrating these mathematical models with social media analytics, aim to provide a comprehensive framework that can predict consumer behavior, optimize competitive strategies, and improve engagement on digital platforms. This study's application of a game theory matrix model on social media marketing strategies showcased clear benefits for e-commerce entities, with aggressive marketing tactics boosting market share by 30% against passive competitors and achieving a 20% increase even when competitors also adopted aggressive approaches. The Nash Equilibrium emphasize the balanced market share gains when both firms engaged in aggressive strategies. Statistical analysis reinforced the efficacy of these strategies, with a chi-square test yielding a significant value of 13.4, suggesting a strong link between aggressive marketing and enhanced engagement metrics. Regression analysis further validated the impact of engagement on sales, indicating that a 1% increase in likes, comments, and shares corresponded to a 0.75% uplift in sales, evidenced by significant predictors with β values of 0.25, 0.35, and 0.40 for likes, comments, and shares respectively. Content analysis and consumer surveys highlighted a preference for authentic, value-aligned content, with aggressive strategies leading to a 50% higher engagement rate and a 60% consumer preference for such content, emphasizing the critical role of strategic alignment with consumer expectations. Incorporating game theory and matrix-based analysis into e-commerce social media strategies offers a novel approach to understanding and leveraging the complex interplay of consumer interactions and competitive dynamics. This methodology enables marketers to devise more targeted, adaptive, and effective marketing campaigns, driving growth and enhancing consumer satisfaction in the competitive digital marketplace.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141675066","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}
Kenneth L. Armas, Marivic N. Villegas, May Nerissa S. Lopez, Rhea Lyn F. La Penia
This research aims to assess the quality, safety, and hygienic practices of street vendors in San Isidro, Nueva Ecija. The study used a descriptive methodology, using a standardized questionnaire, interviews, and observations for data collection. 37 out of 41 companies in Poblacion, San Isidro, took part in the research. The sample size was determined using Sloven's Formula, and participants were chosen by purposive sampling. The data analysis included creating frequency distributions and calculating metrics of central tendency. The survey showed that most participants were female, married, and had finished high school. Most vendors were stationary, had been in business for less than five years, employed tricycles for promotion, and operated without any personnel. Commonly sold food items were siomai, siopao, kikiam, fishball, kwek-kwek, tokwa, nuggets, and tokneneng. Vendors usually bought items at the Public Market and then processed them on the premises. The commodities were displayed on open stands without shelter from heat, dust, or wind. The sanitary conditions were insufficient, lacking sufficient access to clean water and handwashing facilities. The stalls were situated far away from garbage cans, sewers, and toilets. Vendors routinely washed their hands before food preparation and delivery, but they did not consistently use aprons, hairnets, or gloves. Respondents exhibited diverse personal hygiene behaviors while cooking. Although most street food sellers provided trash bins, the separation of biodegradable and non-biodegradable garbage was not a widespread practice. Moreover, several merchants did not possess permits, knowledge of current rules, or compliance with sanitary regulations. Street retailers had difficulties due to external competition. Interventions are necessary to enhance the quality, safety, and hygienic practices of street vendors in San Isidro, Nueva Ecija based on these results. This information may be used by policymakers and local authorities to create and implement policies that support food safety and cleanliness in street selling.
{"title":"Rethinking Mobile Food Safety: A Strategic Framework for Ambulant Vendors in the Philippines","authors":"Kenneth L. Armas, Marivic N. Villegas, May Nerissa S. Lopez, Rhea Lyn F. La Penia","doi":"10.32479/irmm.16263","DOIUrl":"https://doi.org/10.32479/irmm.16263","url":null,"abstract":"This research aims to assess the quality, safety, and hygienic practices of street vendors in San Isidro, Nueva Ecija. The study used a descriptive methodology, using a standardized questionnaire, interviews, and observations for data collection. 37 out of 41 companies in Poblacion, San Isidro, took part in the research. The sample size was determined using Sloven's Formula, and participants were chosen by purposive sampling. The data analysis included creating frequency distributions and calculating metrics of central tendency. The survey showed that most participants were female, married, and had finished high school. Most vendors were stationary, had been in business for less than five years, employed tricycles for promotion, and operated without any personnel. Commonly sold food items were siomai, siopao, kikiam, fishball, kwek-kwek, tokwa, nuggets, and tokneneng. Vendors usually bought items at the Public Market and then processed them on the premises. The commodities were displayed on open stands without shelter from heat, dust, or wind. The sanitary conditions were insufficient, lacking sufficient access to clean water and handwashing facilities. The stalls were situated far away from garbage cans, sewers, and toilets. Vendors routinely washed their hands before food preparation and delivery, but they did not consistently use aprons, hairnets, or gloves. Respondents exhibited diverse personal hygiene behaviors while cooking. Although most street food sellers provided trash bins, the separation of biodegradable and non-biodegradable garbage was not a widespread practice. Moreover, several merchants did not possess permits, knowledge of current rules, or compliance with sanitary regulations. Street retailers had difficulties due to external competition. Interventions are necessary to enhance the quality, safety, and hygienic practices of street vendors in San Isidro, Nueva Ecija based on these results. This information may be used by policymakers and local authorities to create and implement policies that support food safety and cleanliness in street selling.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141676655","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}
The primary goals of this study are to determine the key variables that lead consumers to favour milk products and to assess the degree of consumer knowledge in India. In this study, convenience sampling under the non-probability sampling approach is used to collect data from Indian customers using a structured questionnaire. A multiple-regression model is used to explain consumer choice, and then an analysis of variance (ANOVA) is performed to reveal any significant differences between the factors influencing customer preference for dairy products. An analysis of the variables influencing customers' purchasing decisions about milk and its products is conducted. The findings indicated that the main variables affecting the decision to purchase milk products are availability, price, quality, and health consciousness. Age, monthly income, and family size were significantly correlated with the amount of milk consumed. This study aids marketing managers in formulating marketing plans that take into account customer preferences, availability, quality, affordability, and health consciousness. The research conclusion addresses consumer likelihood in addition to being beneficial for the entrepreneurial viewpoint. Even if the study presents Indian consumers' opinions, it restricts the likelihood of the west. Numerous dairy products remain undiscovered due to resource limitations, potentially expanding the area of future study.
{"title":"What Factors Drive Consumer Preference of Dairy Products with Education as Moderator? An Empirical Approach","authors":"R. Rekha, K. Maruthamuthu","doi":"10.32479/irmm.16315","DOIUrl":"https://doi.org/10.32479/irmm.16315","url":null,"abstract":"The primary goals of this study are to determine the key variables that lead consumers to favour milk products and to assess the degree of consumer knowledge in India. In this study, convenience sampling under the non-probability sampling approach is used to collect data from Indian customers using a structured questionnaire. A multiple-regression model is used to explain consumer choice, and then an analysis of variance (ANOVA) is performed to reveal any significant differences between the factors influencing customer preference for dairy products. An analysis of the variables influencing customers' purchasing decisions about milk and its products is conducted. The findings indicated that the main variables affecting the decision to purchase milk products are availability, price, quality, and health consciousness. Age, monthly income, and family size were significantly correlated with the amount of milk consumed. This study aids marketing managers in formulating marketing plans that take into account customer preferences, availability, quality, affordability, and health consciousness. The research conclusion addresses consumer likelihood in addition to being beneficial for the entrepreneurial viewpoint. Even if the study presents Indian consumers' opinions, it restricts the likelihood of the west. Numerous dairy products remain undiscovered due to resource limitations, potentially expanding the area of future study.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141674316","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}
The purpose of this study aims (1) Investigate the role of the item constructs access to information, labelling and peer pressure, sense of retribution, and circular economy perception on green individuals feelings; (2) Evaluate the role of green business orientation and product quality on perceived of green marketing strategic orientation through the second-order analysis test. As a design methodology we involved 178 respondents at Starbucks outlets in Makassar City, Indonesia, with purposive random sampling. The analysis was conducted through a second-order analysis approach to test the variable constructs and through direct and indirect testing by involving attitude towards green marketing and brand integrity as intervening variables. The result of this study shows all items have a significant role in shaping the perceived of green marketing strategic orientation and green individuals feelings through the second-order analysis approach. Direct test showed a positive and significant effect except in the relationship between perceived of green promotion and innovation and brand integrity. Indirect test shows that the relationship between perceived of green marketing strategic orientation, perceived of green promotion and innovation, and purchase intention with attitude towards green marketing as an intervening variable is not significant. Similarly, the relationship between green individuals feelings, purchase intention, brand integrity, and perceived of green promotion and innovation as intervening variables is also not significant.
{"title":"Deciphering the Green Marketing Puzzle: Understanding the Interplay of Green Marketing Strategic Orientation, Attitude towards Green Marketing, Brand Integrity, and Purchase Intention","authors":"Aditya Halim Perdana Kusuma Putra, Siti Mariam, Moh. Tafsir, Novita Rosanti","doi":"10.32479/irmm.16224","DOIUrl":"https://doi.org/10.32479/irmm.16224","url":null,"abstract":"The purpose of this study aims (1) Investigate the role of the item constructs access to information, labelling and peer pressure, sense of retribution, and circular economy perception on green individuals feelings; (2) Evaluate the role of green business orientation and product quality on perceived of green marketing strategic orientation through the second-order analysis test. As a design methodology we involved 178 respondents at Starbucks outlets in Makassar City, Indonesia, with purposive random sampling. The analysis was conducted through a second-order analysis approach to test the variable constructs and through direct and indirect testing by involving attitude towards green marketing and brand integrity as intervening variables. The result of this study shows all items have a significant role in shaping the perceived of green marketing strategic orientation and green individuals feelings through the second-order analysis approach. Direct test showed a positive and significant effect except in the relationship between perceived of green promotion and innovation and brand integrity. Indirect test shows that the relationship between perceived of green marketing strategic orientation, perceived of green promotion and innovation, and purchase intention with attitude towards green marketing as an intervening variable is not significant. Similarly, the relationship between green individuals feelings, purchase intention, brand integrity, and perceived of green promotion and innovation as intervening variables is also not significant.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 45","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141675612","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}
The study examines factors influencing a consumer’s intention to participate in social media contests, such as brand identification, customer experience, social norms, attitude, and perceived behavioral control. An online self-administered survey through social media was conducted, asking those who have participated in social media contests for the last six months. PLS-SEM analysis showed that the intention to participate in online social contests was primarily influenced by consumers' positive experiences, followed by brand identification and attitude. In addition, customer experience also significantly affects consumers’ perceived behavioral control. From this study, marketers could gain insights into designing online contests that would generate positive experiences with the contest and the company's products and services.
{"title":"Examining Factors Influencing Consumers’ Participation in Social Media Contests","authors":"Rinka Apsari, Daniel Tumpal Hamonangan Aruan","doi":"10.32479/irmm.16235","DOIUrl":"https://doi.org/10.32479/irmm.16235","url":null,"abstract":"The study examines factors influencing a consumer’s intention to participate in social media contests, such as brand identification, customer experience, social norms, attitude, and perceived behavioral control. An online self-administered survey through social media was conducted, asking those who have participated in social media contests for the last six months. PLS-SEM analysis showed that the intention to participate in online social contests was primarily influenced by consumers' positive experiences, followed by brand identification and attitude. In addition, customer experience also significantly affects consumers’ perceived behavioral control. From this study, marketers could gain insights into designing online contests that would generate positive experiences with the contest and the company's products and services.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141674602","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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