The purpose of this article is to expose the relevance of the use of micro-influencers as a creative strategy in the marketing used by SMEs in Mexico. The methodology employed was deductive, exploratory, descriptive, correlational, and documentary. The information presented from the research carried out on the millennials shows that the productive life of an SME would obtain a considerable increase working on its publicity as a creative strategy with a micro influencer.
{"title":"Use of Micro-Influencers as a Creative Strategy in the SMEs of Mexico","authors":"Jovanna Nathalie Cervantes-Guzmán","doi":"10.4018/ijom.2020070103","DOIUrl":"https://doi.org/10.4018/ijom.2020070103","url":null,"abstract":"The purpose of this article is to expose the relevance of the use of micro-influencers as a creative strategy in the marketing used by SMEs in Mexico. The methodology employed was deductive, exploratory, descriptive, correlational, and documentary. The information presented from the research carried out on the millennials shows that the productive life of an SME would obtain a considerable increase working on its publicity as a creative strategy with a micro influencer.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"71 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128754917","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}
C. Y. Lu, Michael W. Marek, Brendan T. Chen, I. Cheng Pai
Facebook Live has become an important resource for both marketers and online shoppers. It has provided communication opportunities for businesses and changed the habits of consumers. This study adopted the means-end chain (MEC) model and used the laddering method to conduct one-on-one in-depth interviews with 40 Facebook users who have used Facebook Live demonstrations to make buying decisions. The overall hierarchical structure of MEC allowed linking of product attributes, consumption consequences, and final value perceptions to draw a hierarchical value map (HVM). The research results show that affordable prices and fulfilling daily needs are the most important product attributes that customers consider. The live webcast demonstrations generated purchase intention and consumption. The ultimate values to which the participants in this study attached the highest importance were “perception of joy,” “perception of satisfaction,” and “perception of value.” Recommendations are provided for businesses using live webcasting as part of their e-commerce programs.
{"title":"An Exploratory Study on Consumer Purchase Behavior From Live Webcasting E-Commerce: A Means-End Chain Analysis Using Facebook Live Webcasting","authors":"C. Y. Lu, Michael W. Marek, Brendan T. Chen, I. Cheng Pai","doi":"10.4018/ijom.2020070101","DOIUrl":"https://doi.org/10.4018/ijom.2020070101","url":null,"abstract":"Facebook Live has become an important resource for both marketers and online shoppers. It has provided communication opportunities for businesses and changed the habits of consumers. This study adopted the means-end chain (MEC) model and used the laddering method to conduct one-on-one in-depth interviews with 40 Facebook users who have used Facebook Live demonstrations to make buying decisions. The overall hierarchical structure of MEC allowed linking of product attributes, consumption consequences, and final value perceptions to draw a hierarchical value map (HVM). The research results show that affordable prices and fulfilling daily needs are the most important product attributes that customers consider. The live webcast demonstrations generated purchase intention and consumption. The ultimate values to which the participants in this study attached the highest importance were “perception of joy,” “perception of satisfaction,” and “perception of value.” Recommendations are provided for businesses using live webcasting as part of their e-commerce programs.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"77 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122297077","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}
Social media usage is one of the most popular online activities these days. In 2018, it is estimated that 2.65 billion people were using social media worldwide and these numbers are expected to reach almost 3.1 billion by 2021, the majority of whom are young people. With some notable exceptions, there are few studies that have been undertaken in the field of politics and social media. This study examines how usage of social media for political purpose influences the voting behavior of the voter in this realm. The authors test the proposition that using social media for political use offers a new pathway to their political participation, interest, and knowledge using path analysis. Results demonstrate that political use of social media impacted both levels of and growth in traditional political participation, interest, and knowledge during the 2019 election.
{"title":"Social Media as a Marketing Tool for Political Purpose and Its Implications on Political Knowledge, Participation, and Interest","authors":"Rakesh Naidu Ganduri, E. L. Reddy, T. Reddy","doi":"10.4018/ijom.2020070102","DOIUrl":"https://doi.org/10.4018/ijom.2020070102","url":null,"abstract":"Social media usage is one of the most popular online activities these days. In 2018, it is estimated that 2.65 billion people were using social media worldwide and these numbers are expected to reach almost 3.1 billion by 2021, the majority of whom are young people. With some notable exceptions, there are few studies that have been undertaken in the field of politics and social media. This study examines how usage of social media for political purpose influences the voting behavior of the voter in this realm. The authors test the proposition that using social media for political use offers a new pathway to their political participation, interest, and knowledge using path analysis. Results demonstrate that political use of social media impacted both levels of and growth in traditional political participation, interest, and knowledge during the 2019 election.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127930157","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}
Umar Farooq Gillani, Muhammad Ishfaq Khan, M. Ishaq, Kashif Aziz, Muhammad Nawas Akram
Despite the huge growth potential that has been predicted for purchase intention toward paid apps and the mobile game market, little is known about what motivates game players to make such purchases. The purpose of this article is to build a research model based on the satisfaction literature and studies of value theory to identify the antecedents of paid app purchase intention in the context of mobile games. The proposed model was empirically tested and uses data from 310 players of different games groups. Multiple regression, Process Macro, and moderation regression were used to measure the research model. The results tell that satisfaction to the mobile game has a significant influence on a player's intention to make paid app purchase. The perceived values of the game have a direct influence on the satisfaction of all players but appear to have relatively moderation impact of price have significant negative impact on the purchase intentions of players. Specifically, our study revealed a high price decrease the purchase intention of a satisfied player.
{"title":"The Factors of Why the People of Pakistan Do Not Purchase Paid Apps","authors":"Umar Farooq Gillani, Muhammad Ishfaq Khan, M. Ishaq, Kashif Aziz, Muhammad Nawas Akram","doi":"10.4018/ijom.2020040104","DOIUrl":"https://doi.org/10.4018/ijom.2020040104","url":null,"abstract":"Despite the huge growth potential that has been predicted for purchase intention toward paid apps and the mobile game market, little is known about what motivates game players to make such purchases. The purpose of this article is to build a research model based on the satisfaction literature and studies of value theory to identify the antecedents of paid app purchase intention in the context of mobile games. The proposed model was empirically tested and uses data from 310 players of different games groups. Multiple regression, Process Macro, and moderation regression were used to measure the research model. The results tell that satisfaction to the mobile game has a significant influence on a player's intention to make paid app purchase. The perceived values of the game have a direct influence on the satisfaction of all players but appear to have relatively moderation impact of price have significant negative impact on the purchase intentions of players. Specifically, our study revealed a high price decrease the purchase intention of a satisfied player.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"89 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116077705","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}
Recently, the online market environment is quite competitive, and the organizations have to make sure to focus on continuously meeting the current and potential needs of the customers. Customer loyalty is primarily achieved by satisfying customer's expectations. In online shopping, since the products are intangible, it is important to build trust among the customers. Organizations need to thoroughly understand the consumer behavior and consumer needs in order to create and implement effective customer retention strategies. This study attempts to study the relationship between customer loyalty and customer trust in online shopping since trust is the glue that holds the customer relationship together in the current competitive market. Data is collected through the structured questionnaire. The results of this study legitimate the idea that trust of the customer acts as a mediating factor which enhances the loyalty of the customer in regard to the further purchase and consumption of the particular product or service in the online environment.
{"title":"A Study on the Relationship Between Customer Loyalty and Customer Trust in Online Shopping","authors":"Umama Nasrin Haque, Rabin Mazumder","doi":"10.4018/ijom.2020040101","DOIUrl":"https://doi.org/10.4018/ijom.2020040101","url":null,"abstract":"Recently, the online market environment is quite competitive, and the organizations have to make sure to focus on continuously meeting the current and potential needs of the customers. Customer loyalty is primarily achieved by satisfying customer's expectations. In online shopping, since the products are intangible, it is important to build trust among the customers. Organizations need to thoroughly understand the consumer behavior and consumer needs in order to create and implement effective customer retention strategies. This study attempts to study the relationship between customer loyalty and customer trust in online shopping since trust is the glue that holds the customer relationship together in the current competitive market. Data is collected through the structured questionnaire. The results of this study legitimate the idea that trust of the customer acts as a mediating factor which enhances the loyalty of the customer in regard to the further purchase and consumption of the particular product or service in the online environment.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128100933","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}
Susana Bernardino, J. F. Santos, J. C. Ribeiro, André Freitas
The presence of user generated content (UGC) on online platforms of hotel room booking operators is changing the way consumers book a hotel room. After a critical evaluation of the technology acceptance models (TAM), the authors discuss the variables that will be employed to predict the effective use of online hotel room bookings by Portuguese travellers. The empirical investigation consists of a linear regression model that was built in order to analyse the data obtained from an online survey of 624 customers of the website Booking.com. The results showed that attitude towards UGC and the perceived ease to use of UGC are important determinants on the buyer's decision-making process of booking a hotel room. This result shows the relevance of UGC (ratings and reviews) for online booking operators, as UGC could influence the booking of a particular hotel room. Further, the result also brings important implications for hotel managers that pay less attention to the feedback of the customers.
{"title":"Determinants of the Effective Use of UGC (User-Generated Content) on Hotel Room Bookings by Portuguese Travellers","authors":"Susana Bernardino, J. F. Santos, J. C. Ribeiro, André Freitas","doi":"10.4018/ijom.2020040103","DOIUrl":"https://doi.org/10.4018/ijom.2020040103","url":null,"abstract":"The presence of user generated content (UGC) on online platforms of hotel room booking operators is changing the way consumers book a hotel room. After a critical evaluation of the technology acceptance models (TAM), the authors discuss the variables that will be employed to predict the effective use of online hotel room bookings by Portuguese travellers. The empirical investigation consists of a linear regression model that was built in order to analyse the data obtained from an online survey of 624 customers of the website Booking.com. The results showed that attitude towards UGC and the perceived ease to use of UGC are important determinants on the buyer's decision-making process of booking a hotel room. This result shows the relevance of UGC (ratings and reviews) for online booking operators, as UGC could influence the booking of a particular hotel room. Further, the result also brings important implications for hotel managers that pay less attention to the feedback of the customers.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125478419","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 main purpose of the research is to empirically test a model for assessing the association between outcomes as well as antecedents of online customer experience (OCE) in e-commerce websites in the case of KSA. The theoretical implications of customer online shopping behaviour have largely been discussed in the previously conducted studies however less consideration has been provided to the antecedents of e-retailing shopping and its effect on customer online shopping experience pertaining to KSA. The study has incorporated a quantitative method under which the data has been collected through primary sources using the survey. The sample of 150 respondents has been incorporated who provided their responses through a survey questionnaire. The questionnaire consisted of 13 questions and included five-point Likert scale in order to incorporate responses. The technique of analysis incorporated demographic analysis, correlation analysis and SEM model using SPSS and SmartPLS. It was identified that providing efficient online shopping experience through Tele-presence, ease of use and perceived benefit has a significant positive impact on consumer shopping experience pertaining to the shoppers of KSA.
{"title":"Best Customer Experience in E-Retailing: A Knowledge-Based Empirical Model","authors":"T. Iqbal","doi":"10.4018/ijom.2020040105","DOIUrl":"https://doi.org/10.4018/ijom.2020040105","url":null,"abstract":"The main purpose of the research is to empirically test a model for assessing the association between outcomes as well as antecedents of online customer experience (OCE) in e-commerce websites in the case of KSA. The theoretical implications of customer online shopping behaviour have largely been discussed in the previously conducted studies however less consideration has been provided to the antecedents of e-retailing shopping and its effect on customer online shopping experience pertaining to KSA. The study has incorporated a quantitative method under which the data has been collected through primary sources using the survey. The sample of 150 respondents has been incorporated who provided their responses through a survey questionnaire. The questionnaire consisted of 13 questions and included five-point Likert scale in order to incorporate responses. The technique of analysis incorporated demographic analysis, correlation analysis and SEM model using SPSS and SmartPLS. It was identified that providing efficient online shopping experience through Tele-presence, ease of use and perceived benefit has a significant positive impact on consumer shopping experience pertaining to the shoppers of KSA.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"65 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122012976","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 article is to identify and study various risks that stop potential online shoppers to shop online. A total of 268 potential online shoppers were personally surveyed with a structured questionnaire. These respondents were from Gurgaon city. Exploratory factor analysis and regression analysis were used to assess the potential consumers' risk perception towards online retailing. It was found that potential online shoppers considered product risk, privacy risk, time risk, social risk, and security risk to be important while thinking of online shopping. Among all these risks security risks were found to be on potential online buyers' minds followed by product risk, social risk, privacy risk, and time risk. Online shopping behavior was the dependent variable in the study.
{"title":"Difficulty in Transition: Study on Hindrances in Online Shopping for Potential Shoppers","authors":"C. Saini","doi":"10.4018/ijom.2020040102","DOIUrl":"https://doi.org/10.4018/ijom.2020040102","url":null,"abstract":"The purpose of this article is to identify and study various risks that stop potential online shoppers to shop online. A total of 268 potential online shoppers were personally surveyed with a structured questionnaire. These respondents were from Gurgaon city. Exploratory factor analysis and regression analysis were used to assess the potential consumers' risk perception towards online retailing. It was found that potential online shoppers considered product risk, privacy risk, time risk, social risk, and security risk to be important while thinking of online shopping. Among all these risks security risks were found to be on potential online buyers' minds followed by product risk, social risk, privacy risk, and time risk. Online shopping behavior was the dependent variable in the study.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"60 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116695703","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 article aims to determine the moderating role of demographics gender, age and income on the relationship between mobile banking (m-banking) usage and loyalty towards the service. A sample of 524 m-banking users from the state of Punjab in India was used to understand the interaction of this relationship. The collected data was then analyzed through moderated multiple regression analysis using dummy variables. Results of the study reveal that among the three demographics, gender and age moderate the relationship between m-banking usage and loyalty. The study provides important implications for the banks and the academic research related to m-banking.
{"title":"Does Gender, Age and Income Moderate the Relationship Between Mobile Banking Usage and Loyalty?","authors":"Savdeep Vasudeva, Sonia Chawla","doi":"10.4018/IJOM.2019100101","DOIUrl":"https://doi.org/10.4018/IJOM.2019100101","url":null,"abstract":"This article aims to determine the moderating role of demographics gender, age and income on the relationship between mobile banking (m-banking) usage and loyalty towards the service. A sample of 524 m-banking users from the state of Punjab in India was used to understand the interaction of this relationship. The collected data was then analyzed through moderated multiple regression analysis using dummy variables. Results of the study reveal that among the three demographics, gender and age moderate the relationship between m-banking usage and loyalty. The study provides important implications for the banks and the academic research related to m-banking.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"101 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122029527","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}
Information technology plays a significant role in the practice of customer relationship management (CRM) in hotels, such as helping to achieve profitability through operational excellence, lower costs, and valuing the customer's time. This research aims to examine the influence of information technology and customer relationship management practices on the performance of hotels in Egypt a case of Sharm El Sheikh hotels. To achieve these objectives, two questionnaires were designed to collect respondent's answers. It is recommended to hotels to enhance CRM practices to increase hotel performance and improve information technology to match customer orientation and CRM practices challenges and therefore making Sharm El Sheikh hotels more competitive in the global hotel industry
{"title":"The Role of Information Technology and Customer Relationship Management Practices in Egyptian Hotels - A Descriptive Study in Sharm El Sheikh Hotels: IT and CRM Practices in Egyptian Hotels","authors":"N. Awad, S. Saad","doi":"10.4018/IJOM.2019100104","DOIUrl":"https://doi.org/10.4018/IJOM.2019100104","url":null,"abstract":"Information technology plays a significant role in the practice of customer relationship management (CRM) in hotels, such as helping to achieve profitability through operational excellence, lower costs, and valuing the customer's time. This research aims to examine the influence of information technology and customer relationship management practices on the performance of hotels in Egypt a case of Sharm El Sheikh hotels. To achieve these objectives, two questionnaires were designed to collect respondent's answers. It is recommended to hotels to enhance CRM practices to increase hotel performance and improve information technology to match customer orientation and CRM practices challenges and therefore making Sharm El Sheikh hotels more competitive in the global hotel industry","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"12 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120970845","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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