Mehran Rahmanabadi, Bagher Asgarnezhad Nouri, Mohammad Bashokouh, Alireza Hamidzadeh Arbabi
Today's competitive conditions governing the banking industry have led banks to use new tools to maintain and enhance their competitive advantage. In this regard, brands and employee behaviors are among the most critical factors in creating a competitive advantage. Meanwhile, service organizations such as banks have realized the importance of these factors in increasing competitive advantages. This study aims to provide a model of the critical determinants and consequences of brand citizenship behavior. Brand Citizenship Behavior (BCB) is among the concepts that seek to find ways to improve a brand's position in the market, and it is defined as the voluntary behaviors of employees to achieve the goals of the organization's brand. This research's statistical population is Day Bank employees in Tehran, of which 253 were selected as samples using the Cochran formula and the cluster random sampling method. The data were collected using a standard questionnaire. In order to determine validity, structural, convergent, and divergent methods were used. Cronbach's alpha coefficient and composite reliability were used to investigate the reliability. Using Smart-PLS software, data analysis, and hypothesis testing were done through structural equation modeling. The results indicate that internal brand management significantly affects brand citizenship behavior. Brand citizenship behavior significantly affects brand strength, commitment, and pride. The mediating role of brand citizenship behavior in the relationship between internal brand management and brand strength was also confirmed. However, its mediating role in the relationship between internal brand management and brand commitment and the relationship between internal brand management and brand pride was not confirmed.
{"title":"Key Determinants and Consequences of Brand Citizenship Behavior","authors":"Mehran Rahmanabadi, Bagher Asgarnezhad Nouri, Mohammad Bashokouh, Alireza Hamidzadeh Arbabi","doi":"10.7903/cmr.21486","DOIUrl":"https://doi.org/10.7903/cmr.21486","url":null,"abstract":"Today's competitive conditions governing the banking industry have led banks to use new tools to maintain and enhance their competitive advantage. In this regard, brands and employee behaviors are among the most critical factors in creating a competitive advantage. Meanwhile, service organizations such as banks have realized the importance of these factors in increasing competitive advantages. This study aims to provide a model of the critical determinants and consequences of brand citizenship behavior. Brand Citizenship Behavior (BCB) is among the concepts that seek to find ways to improve a brand's position in the market, and it is defined as the voluntary behaviors of employees to achieve the goals of the organization's brand. This research's statistical population is Day Bank employees in Tehran, of which 253 were selected as samples using the Cochran formula and the cluster random sampling method. The data were collected using a standard questionnaire. In order to determine validity, structural, convergent, and divergent methods were used. Cronbach's alpha coefficient and composite reliability were used to investigate the reliability. Using Smart-PLS software, data analysis, and hypothesis testing were done through structural equation modeling. The results indicate that internal brand management significantly affects brand citizenship behavior. Brand citizenship behavior significantly affects brand strength, commitment, and pride. The mediating role of brand citizenship behavior in the relationship between internal brand management and brand strength was also confirmed. However, its mediating role in the relationship between internal brand management and brand commitment and the relationship between internal brand management and brand pride was not confirmed.","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":"44 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141649988","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 present study analyzes the effectiveness of consumer price sensitivity in expanding the use of green products. It investigates how the purchase behavior of Iranian consumers is affected by different aspects of perceived risk, such as financial, performance, psychological, and social risks. This study uses the four main concepts of ‘Perceived Risk’ (PR), ‘Attitude towards Green Products’ (AGP), ‘Price Sensitivity’ (PS), and ‘Green Purchase Behavior’(GPB) to develop a model to increase green purchase intention. This research uses an experimental study, using a survey method (questionnaire distribution)to confirm the hypotheses and discover its management concepts, and uses Structural Equation Modeling (SEM). The results show that the variable of “Perceived Risk” has a positive effect on “Attitude towards Green Products” and “Price Sensitivity”. “Attitude towards Green Products” has a positive effect on “green purchasing behavior” while “Price Sensitivity” has a negative effect on “green purchasing behavior”. This study focuses on existing literature by providing experimental evidence showing the importance of green consumption in the Iranian industry. The present model provides valuable input to policymakers and marketers to work from the perspective of policies and green marketing strategies and the research framework of purchasing green products to preserve the environment and the prevalence of green consumption among consumers.
{"title":"Factors Influencing Green Purchase Behavior: Price Sensitivity, Perceived Risk, and Attitude towards Green Products","authors":"Alireza Sheikh, Mahdi Mirzaei, Bahareh Ahmadinejad","doi":"10.7903/cmr.22824","DOIUrl":"https://doi.org/10.7903/cmr.22824","url":null,"abstract":"The present study analyzes the effectiveness of consumer price sensitivity in expanding the use of green products. It investigates how the purchase behavior of Iranian consumers is affected by different aspects of perceived risk, such as financial, performance, psychological, and social risks. This study uses the four main concepts of ‘Perceived Risk’ (PR), ‘Attitude towards Green Products’ (AGP), ‘Price Sensitivity’ (PS), and ‘Green Purchase Behavior’(GPB) to develop a model to increase green purchase intention. This research uses an experimental study, using a survey method (questionnaire distribution)to confirm the hypotheses and discover its management concepts, and uses Structural Equation Modeling (SEM). The results show that the variable of “Perceived Risk” has a positive effect on “Attitude towards Green Products” and “Price Sensitivity”. “Attitude towards Green Products” has a positive effect on “green purchasing behavior” while “Price Sensitivity” has a negative effect on “green purchasing behavior”. This study focuses on existing literature by providing experimental evidence showing the importance of green consumption in the Iranian industry. The present model provides valuable input to policymakers and marketers to work from the perspective of policies and green marketing strategies and the research framework of purchasing green products to preserve the environment and the prevalence of green consumption among consumers.","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":"247 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136295449","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}
Henry Edosomwan, Tochukwu Oguegbe, Chiamaka Joe-Akunne, Leonard Ezeh
Constructive deviance is a unique behavior that can promote performance and general organizational effectiveness. The mechanism connecting perceived organizational support to constructive deviance is under-researched in organizational behavior literature. Consequently, this study examined the moderating roles of organizational identification and psychological safety on the relationship between perceived organizational support and constructive deviance. A cross-sectional research design and a quantitative approach for data collection were utilized. Systematic and convenience sampling was used to select 203 frontline employees, 110 males and 93 females, from Delta State, Nigeria, commercial banks. Standardized self-report measures were used to collect participant data, while regression analysis (complemented with Model 1 of Hayes’ PROCESS Macro) was used to test the hypotheses. The results indicated that perceived organizational support, identification, and psychological safety positively and significantly predicted constructive deviance. Also, psychological safety moderated the relationship between perceived organizational support and constructive deviance, while organizational identification did not. The results highlight the importance of high and low levels of psychological safety in increasing and attenuating the relationship between perceived organizational support and constructive deviance. It was recommended that employees should be respected and valued for their contributions, their well-being should be prioritized, and the psychological and general safety climate should be well established in the organization.
建设性偏差是一种独特的行为，可以促进绩效和总体组织效率。组织行为学文献对组织支持感与建设性偏差之间的关系机制研究较少。因此，本研究考察了组织认同和心理安全在组织支持感与建设性偏差的关系中的调节作用。采用横断面研究设计和定量方法收集数据。采用系统方便抽样的方法，选取尼日利亚三角洲州各商业银行的一线员工203人，其中男性110人，女性93人。采用标准化自我报告方法收集参与者数据，采用回归分析(辅以Hayes’s PROCESS Macro模型1)对假设进行检验。结果表明，组织支持感、认同感和心理安全感正向显著预测建设性偏差。此外，心理安全调节了组织支持感与建设性越轨行为的关系，而组织认同没有调节作用。研究结果强调了高水平和低水平的心理安全在增强和减弱组织支持感知与建设性偏差之间的关系中的重要性。建议应尊重和重视员工的贡献，优先考虑他们的福祉，并在组织中建立良好的心理和一般安全气氛。
{"title":"Impact of Perceived Organizational Support on Constructive Deviance among Frontline Employees in Commercial Banks: Do Organizational Identification and Psychological Safety Matter?","authors":"Henry Edosomwan, Tochukwu Oguegbe, Chiamaka Joe-Akunne, Leonard Ezeh","doi":"10.7903/cmr.22955","DOIUrl":"https://doi.org/10.7903/cmr.22955","url":null,"abstract":"Constructive deviance is a unique behavior that can promote performance and general organizational effectiveness. The mechanism connecting perceived organizational support to constructive deviance is under-researched in organizational behavior literature. Consequently, this study examined the moderating roles of organizational identification and psychological safety on the relationship between perceived organizational support and constructive deviance. A cross-sectional research design and a quantitative approach for data collection were utilized. Systematic and convenience sampling was used to select 203 frontline employees, 110 males and 93 females, from Delta State, Nigeria, commercial banks. Standardized self-report measures were used to collect participant data, while regression analysis (complemented with Model 1 of Hayes’ PROCESS Macro) was used to test the hypotheses. The results indicated that perceived organizational support, identification, and psychological safety positively and significantly predicted constructive deviance. Also, psychological safety moderated the relationship between perceived organizational support and constructive deviance, while organizational identification did not. The results highlight the importance of high and low levels of psychological safety in increasing and attenuating the relationship between perceived organizational support and constructive deviance. It was recommended that employees should be respected and valued for their contributions, their well-being should be prioritized, and the psychological and general safety climate should be well established in the organization.","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136295468","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 research is to investigate whether differences in Internet retailer service performance influence the use of social media. Information economic theory is used to hypothesize a positive relationship between performance and social media use. To test the relationship, 516 Internet retailers’ websites were investigated, and their service performance was analyzed based on online customer reviews. Exploratory factor analysis transformed the customer review data into refined measurements. The logistic regression model validated the positive relationship between service performance and social media use. Internet retailers who use social media show higher service performance. However, the significant effect is limited to online service performance. Offline service performance (i.e., order fulfillment service performance) was not significantly associated with social media use. This study considers information symmetry as a critical factor in social media use, which differs from previous studies based on traditional technology acceptance frameworks.
{"title":"Positive Relationships between Service Performance and Social Media Use in Internet Retailing","authors":"Yun Kyung Cho, Cynthia L Sutton, Nazim Taskin","doi":"10.7903/cmr.22963","DOIUrl":"https://doi.org/10.7903/cmr.22963","url":null,"abstract":"The purpose of this research is to investigate whether differences in Internet retailer service performance influence the use of social media. Information economic theory is used to hypothesize a positive relationship between performance and social media use. To test the relationship, 516 Internet retailers’ websites were investigated, and their service performance was analyzed based on online customer reviews. Exploratory factor analysis transformed the customer review data into refined measurements. The logistic regression model validated the positive relationship between service performance and social media use. Internet retailers who use social media show higher service performance. However, the significant effect is limited to online service performance. Offline service performance (i.e., order fulfillment service performance) was not significantly associated with social media use. This study considers information symmetry as a critical factor in social media use, which differs from previous studies based on traditional technology acceptance frameworks.","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136296099","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}
Heewon Kim, Mary Kiura, Rebecca Leach, Hee Jung Cho
Social ventures, hybrid enterprises pursuing for-profit business and mission-driven nonprofit goals, have rapidly grown in South Korea owing to local governments’ proactive policies and support. Despite extensive government support, community-based social ventures often fail to sustain themselves due to lacking experience, strategies, and social networks. Informed by stakeholder theory, this study investigates the relationships between social venture strategies and the core dimensions of government-funded, community-based social enterprises’ sustainability performance (economic, human resources management, and social performance). We circulated our online survey among the employees of community-based social start-ups funded by local governments in South Korea. In total, 210 participants completed the survey. The results of structural equation modelling demonstrated that venture entrepreneurship and community engagement are positively associated with all dimensions of sustainability performance, subsequently improving work satisfaction. As community-based social ventures involve diverse stakeholders, organizational members should negotiate complementary or competing values in a holistic picture of all involved parties (e.g., funders, employees, and residents) to pursue sustainability efforts.
{"title":"The Role of Community Engagement and Entrepreneurship in the Sustainability Performance of Social Ventures in South Korea","authors":"Heewon Kim, Mary Kiura, Rebecca Leach, Hee Jung Cho","doi":"10.7903/cmr.22107","DOIUrl":"https://doi.org/10.7903/cmr.22107","url":null,"abstract":"Social ventures, hybrid enterprises pursuing for-profit business and mission-driven nonprofit goals, have rapidly grown in South Korea owing to local governments’ proactive policies and support. Despite extensive government support, community-based social ventures often fail to sustain themselves due to lacking experience, strategies, and social networks. Informed by stakeholder theory, this study investigates the relationships between social venture strategies and the core dimensions of government-funded, community-based social enterprises’ sustainability performance (economic, human resources management, and social performance). We circulated our online survey among the employees of community-based social start-ups funded by local governments in South Korea. In total, 210 participants completed the survey. The results of structural equation modelling demonstrated that venture entrepreneurship and community engagement are positively associated with all dimensions of sustainability performance, subsequently improving work satisfaction. As community-based social ventures involve diverse stakeholders, organizational members should negotiate complementary or competing values in a holistic picture of all involved parties (e.g., funders, employees, and residents) to pursue sustainability efforts.","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41346685","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 advancement of home automation technologies allowed the integration of systems for smart home implementation in the civil construction sector. However, the smart home's dissemination depends on factors that can enhance or hinder users' acceptance of smart home technologies. The article aims to identify the benefits and barriers users perceive that can interfere with implementing smart home technologies. The methodology utilized a systematic literature review using 122 articles in journals indexed in Scopus, Web of Science, Science Direct, IEEE, and Scielo scientific databases to gather barriers and benefits to smart home implementation. The literature mentions the benefits in the environmental, financial, and psychological categories as the main factors that potentiate the dissemination of smart home technologies. On the other hand, the barriers classified into the technological, ethical, and human categories have the major effect of hindering smart home implementation.
家庭自动化技术的进步使民用建筑部门的智能家居实施系统得以集成。然而，智能家居的传播取决于可能增强或阻碍用户接受智能家居技术的因素。本文旨在确定用户感知到的可能干扰智能家居技术实施的好处和障碍。该方法利用Scopus、Web of Science、Science Direct、IEEE和Scielo科学数据库中收录的期刊上的122篇文章进行了系统的文献综述，以收集智能家居实施的障碍和好处。文献提到，环境、金融和心理方面的好处是促进智能家居技术传播的主要因素。另一方面，技术、伦理和人类类别的障碍阻碍了智能家居的实施。
{"title":"The Acceptance of Smart Home Technologies","authors":"D. R. Nascimento, D. Fettermann","doi":"10.7903/cmr.22539","DOIUrl":"https://doi.org/10.7903/cmr.22539","url":null,"abstract":"The advancement of home automation technologies allowed the integration of systems for smart home implementation in the civil construction sector. However, the smart home's dissemination depends on factors that can enhance or hinder users' acceptance of smart home technologies. The article aims to identify the benefits and barriers users perceive that can interfere with implementing smart home technologies. The methodology utilized a systematic literature review using 122 articles in journals indexed in Scopus, Web of Science, Science Direct, IEEE, and Scielo scientific databases to gather barriers and benefits to smart home implementation. The literature mentions the benefits in the environmental, financial, and psychological categories as the main factors that potentiate the dissemination of smart home technologies. On the other hand, the barriers classified into the technological, ethical, and human categories have the major effect of hindering smart home implementation.","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47129020","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}
Khairul Hafezad Abdullah, Rometdo Muzawi, Novri Gazali, Fadzli Shah Abd Aziz
The internet has offered marketers a new way to be more creative, resulting in more openness and transparency in marketing. The proliferation of digital media platforms and the commercial use of the internet have changed the business landscape. This study uses ScientoPy to analyze the global evolution of digital marketing research. It is grounded in the eminent Scopus and Web of Science databases. The parameters examined in this study were the number of publications, the most productive author, the analysis of the author’s keywords, popular sources, and institutional information. This study discovered a rising trend in digital marketing research in both the Scopus and WoS databases. “Machine Learning” has exploded in popularity during 2019 and 2020. “Digital Marketing” is inextricably linked to “Social Media”, “Big Data”, “Marketing Communication”, “Machine Learning”, and “Sentiment Analysis”, all of which gained traction in 2018 and beyond. Bucharest University of Economic Studies in Romania has become the most prolific research institution on digital marketing. The findings of this study enabled readers and future researchers to identify the primary research areas, keywords, related studies, and the most notable institutions and researchers. Besides, this study provides readers and future researchers with a global perspective on hot topics in digital marketing. It offers various analyzes for well-organized information utilization. This study also illustrates recent digital marketing research trends to inform practitioners, future researchers, and policymakers about developing digital marketing research theories and practices that merit scrutiny.
互联网为营销人员提供了一种更有创造力的新方式，从而使营销更加开放和透明。数字媒体平台的激增和互联网的商业用途改变了商业格局。本研究使用ScientoPy来分析数字营销研究的全球演变。它以著名的Scopus和Web of Science数据库为基础。在这项研究中检查的参数是出版物的数量，最有成效的作者，作者的关键字分析，受欢迎的来源和机构信息。本研究在Scopus和WoS数据库中发现了数字营销研究的上升趋势。“机器学习”在2019年和2020年期间爆发了流行。“数字营销”与“社交媒体”、“大数据”、“营销传播”、“机器学习”和“情感分析”有着千丝万缕的联系，所有这些都在2018年及以后获得了关注。罗马尼亚布加勒斯特经济研究大学已成为数字营销领域最多产的研究机构。本研究的发现使读者和未来的研究人员能够识别主要研究领域、关键词、相关研究以及最著名的机构和研究人员。此外，本研究为读者和未来的研究人员提供了一个关于数字营销热点的全球视角。它为组织良好的信息利用提供了各种分析。本研究还说明了最近的数字营销研究趋势，为从业者、未来的研究人员和政策制定者提供了关于发展值得审查的数字营销研究理论和实践的信息。
{"title":"Digital Marketing","authors":"Khairul Hafezad Abdullah, Rometdo Muzawi, Novri Gazali, Fadzli Shah Abd Aziz","doi":"10.7903/cmr.22344","DOIUrl":"https://doi.org/10.7903/cmr.22344","url":null,"abstract":"The internet has offered marketers a new way to be more creative, resulting in more openness and transparency in marketing. The proliferation of digital media platforms and the commercial use of the internet have changed the business landscape. This study uses ScientoPy to analyze the global evolution of digital marketing research. It is grounded in the eminent Scopus and Web of Science databases. The parameters examined in this study were the number of publications, the most productive author, the analysis of the author’s keywords, popular sources, and institutional information. This study discovered a rising trend in digital marketing research in both the Scopus and WoS databases. “Machine Learning” has exploded in popularity during 2019 and 2020. “Digital Marketing” is inextricably linked to “Social Media”, “Big Data”, “Marketing Communication”, “Machine Learning”, and “Sentiment Analysis”, all of which gained traction in 2018 and beyond. Bucharest University of Economic Studies in Romania has become the most prolific research institution on digital marketing. The findings of this study enabled readers and future researchers to identify the primary research areas, keywords, related studies, and the most notable institutions and researchers. Besides, this study provides readers and future researchers with a global perspective on hot topics in digital marketing. It offers various analyzes for well-organized information utilization. This study also illustrates recent digital marketing research trends to inform practitioners, future researchers, and policymakers about developing digital marketing research theories and practices that merit scrutiny.","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":"63 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134950154","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}
Henry Edosomwan, Tochukwu Oguegbe, Chiamaka Joe-Akunne
{"title":"Relationship between Perceived Employability and Sabotage Behavior: Moderating Roles of Perceived Organizational Support and Procedural Justice","authors":"Henry Edosomwan, Tochukwu Oguegbe, Chiamaka Joe-Akunne","doi":"10.7903/cmr.21892","DOIUrl":"https://doi.org/10.7903/cmr.21892","url":null,"abstract":"","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135064529","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}
Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers.
{"title":"Designing Instagram Advertisement Content","authors":"Muhamad Abdilah Ramdani, P. F. Belgiawan","doi":"10.7903/cmr.23023","DOIUrl":"https://doi.org/10.7903/cmr.23023","url":null,"abstract":"Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers. ","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43020185","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}
{"title":"I Want to Quit! Exploring Individual, Job and Organization-related Determinants of Turnover Intention among Employees of Microfinance Institutions","authors":"Kotha Saritha, T. Sunitha","doi":"10.7903/cmr.22157","DOIUrl":"https://doi.org/10.7903/cmr.22157","url":null,"abstract":"","PeriodicalId":36973,"journal":{"name":"Contemporary Management Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47647788","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：