Pub Date : 2022-12-28DOI: 10.21511/im.18(4).2022.18
Fenglei Chen, Khunanan Sukpasjaroen, T. Chankoson
With the rapid progress of information technology, short video advertising has flourished, and the performance of advertising images can stimulate consumers’ purchase behavior through short video platforms. Drawing on stimulus-organization-response (S-O-R) theory, this study explored the moderating role of short video platforms on the relationship between light and color of advertising photography and brand image and the mediating role of brand image between light and color and consumers’ purchase intention. The data were collected using a questionnaire focusing on consumers who purchased detergent products in major supermarkets in East China. The survey covered 200 respondents from different industries, genders, and education levels in various provinces and cities in East China. Collected data were analyzed using regression analysis. It was found that the light and color of advertising photography have a facilitating effect on consumers’ purchase intention. Furthermore, brand image mediates the relationship between light and color and consumers’ purchase intention. Finally, short video platforms can moderate the relationship between light and color and brand image. This study will encourage scholars to use the S-O-R model in academic research to investigate how advertising affects consumers’ purchase intention and guide companies to use short video platforms to advertise and increase product sales. AcknowledgmentThis paper is part of the Doctor of Philosophy Program in Management, Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Thailand. The researchers would like to thank all cited experts that contributed to this study.
随着信息技术的飞速进步，短视频广告蓬勃发展，广告形象的表现可以通过短视频平台刺激消费者的购买行为。本研究运用刺激-组织-反应(S-O-R)理论，探讨短视频平台对广告摄影光色与品牌形象关系的调节作用，以及品牌形象在光色与消费者购买意愿之间的中介作用。数据采用问卷调查的方式收集，调查对象为在华东地区主要超市购买洗涤剂产品的消费者。该调查涵盖了中国东部多个省市的200名受访者，他们来自不同行业、性别和教育水平。对收集到的资料进行回归分析。研究发现，广告摄影的光线和色彩对消费者的购买意愿有促进作用。此外，品牌形象在光、色与消费者购买意愿之间起到中介作用。最后，短视频平台可以调节光、色与品牌形象的关系。本研究将鼓励学者在学术研究中使用S-O-R模型来研究广告如何影响消费者的购买意愿，并指导企业利用短视频平台进行广告宣传，增加产品销售。本文是泰国Rajamangala Technology University of taiwan - ok Chakrabongse Bhuvanarth国际跨学科研究所(CBIS)管理哲学博士项目的一部分。研究人员要感谢所有为这项研究做出贡献的专家。
{"title":"Influence of light and color of advertising photography on consumers’ purchase intention","authors":"Fenglei Chen, Khunanan Sukpasjaroen, T. Chankoson","doi":"10.21511/im.18(4).2022.18","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.18","url":null,"abstract":"With the rapid progress of information technology, short video advertising has flourished, and the performance of advertising images can stimulate consumers’ purchase behavior through short video platforms. Drawing on stimulus-organization-response (S-O-R) theory, this study explored the moderating role of short video platforms on the relationship between light and color of advertising photography and brand image and the mediating role of brand image between light and color and consumers’ purchase intention. The data were collected using a questionnaire focusing on consumers who purchased detergent products in major supermarkets in East China. The survey covered 200 respondents from different industries, genders, and education levels in various provinces and cities in East China. Collected data were analyzed using regression analysis. It was found that the light and color of advertising photography have a facilitating effect on consumers’ purchase intention. Furthermore, brand image mediates the relationship between light and color and consumers’ purchase intention. Finally, short video platforms can moderate the relationship between light and color and brand image. This study will encourage scholars to use the S-O-R model in academic research to investigate how advertising affects consumers’ purchase intention and guide companies to use short video platforms to advertise and increase product sales.\u0000AcknowledgmentThis paper is part of the Doctor of Philosophy Program in Management, Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Thailand. The researchers would like to thank all cited experts that contributed to this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48710474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-27DOI: 10.21511/im.18(4).2022.17
Han Pham Dinh, Hai Vo Thanh, Hai Phan Thanh
Finding the factors associated with the intention to buy apartments is essential for real estate enterprises. This study applies an extended theory of planned behavior (TPB) to explore Vietnamese consumers’ intentions to purchase flats. Besides the structure of the TPB, other determinants relevant to the research context were identified by reviewing the literature. The convenience sampling technique was used to collect 512 responses using the questionnaire. The covariance-based structural equation modeling was applied to test the measurement and structural models. The results revealed that perceived behavioral control was the most critical determinant of purchase intention, followed by financial factors, attitude toward a behavior, apartment features, and subjective norms. In addition, project facilities, perceived risk, financial factors, and apartment features indirectly affect purchase intention through attitude toward a behavior. Meanwhile, the relationship between project facilities and perceived risk with purchase intention is not statistically significant. Thus, attitude toward a behavior is essential in enhancing the consumers’ apartment purchase intention at this stage. The study implements a suitable model to analyze the intention to purchase apartments in a developing country by extending TPB. AcknowledgmentThis study was carried out within the framework of the doctoral thesis subject to Decision No. 4287/QD-ĐHDT dated 30/10/2020 of Duy Tan University, Vietnam. The authors would like to thank the reviewers and the editor-in-chief for helping to prepare this study.
{"title":"Predicting consumers’ apartment purchase intention in Vietnam using an extended theory of planned behavior","authors":"Han Pham Dinh, Hai Vo Thanh, Hai Phan Thanh","doi":"10.21511/im.18(4).2022.17","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.17","url":null,"abstract":"Finding the factors associated with the intention to buy apartments is essential for real estate enterprises. This study applies an extended theory of planned behavior (TPB) to explore Vietnamese consumers’ intentions to purchase flats. Besides the structure of the TPB, other determinants relevant to the research context were identified by reviewing the literature. The convenience sampling technique was used to collect 512 responses using the questionnaire. The covariance-based structural equation modeling was applied to test the measurement and structural models. The results revealed that perceived behavioral control was the most critical determinant of purchase intention, followed by financial factors, attitude toward a behavior, apartment features, and subjective norms. In addition, project facilities, perceived risk, financial factors, and apartment features indirectly affect purchase intention through attitude toward a behavior. Meanwhile, the relationship between project facilities and perceived risk with purchase intention is not statistically significant. Thus, attitude toward a behavior is essential in enhancing the consumers’ apartment purchase intention at this stage. The study implements a suitable model to analyze the intention to purchase apartments in a developing country by extending TPB.\u0000AcknowledgmentThis study was carried out within the framework of the doctoral thesis subject to Decision No. 4287/QD-ĐHDT dated 30/10/2020 of Duy Tan University, Vietnam. The authors would like to thank the reviewers and the editor-in-chief for helping to prepare this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68560692","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-22DOI: 10.21511/im.18(4).2022.16
Maya A. BouNassif, AlaaEldin Abass, Amal Al Kurdi
Political parties usually try to understand the factors that affect a voter’s decision in elections. However, irrespective of voters’ preferences, studies rarely examine how voters’ attitudes toward celebrity politicians affected their party preferences, given the mediating effects of brand affinity and perceived attributes and the moderated mediating role of gender. Therefore, this study considers the effect of parties’ nominations of celebrity politicians on voters’ political party preference. Moreover, it investigates the causal relationship between those perceptions in an uprising nation against political parties. A representative national sample of one thousand two hundred sixty-nine (1269) Lebanese voters was administered via a cross-sectional survey in fifteen Lebanese districts. A stratified proportional random sampling technique was used. Findings showed that attitudes significantly affected political party preferences when nominating celebrity politicians only through brand affinity on a 90% confidence level (probability-value = 0.053 < 0.10) and perceived attributes on a 95% confidence level (0.039 < 0.05), evidencing a lack of a significant direct relationship (0.571 > 0.10). Voters’ gender conditional indirect effect was significant for females’ impact on brand affinity (0.025 < 0.05), whereas gender failed to determine voters’ indirect effect on perceived attributes (0.633 > 0.10). The results have shown that gender disparities in the brand’s emotional component could affect brand preferences.
{"title":"The impact of celebrity politicians perceptions on political party preferences","authors":"Maya A. BouNassif, AlaaEldin Abass, Amal Al Kurdi","doi":"10.21511/im.18(4).2022.16","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.16","url":null,"abstract":"Political parties usually try to understand the factors that affect a voter’s decision in elections. However, irrespective of voters’ preferences, studies rarely examine how voters’ attitudes toward celebrity politicians affected their party preferences, given the mediating effects of brand affinity and perceived attributes and the moderated mediating role of gender. Therefore, this study considers the effect of parties’ nominations of celebrity politicians on voters’ political party preference. Moreover, it investigates the causal relationship between those perceptions in an uprising nation against political parties. A representative national sample of one thousand two hundred sixty-nine (1269) Lebanese voters was administered via a cross-sectional survey in fifteen Lebanese districts. A stratified proportional random sampling technique was used. Findings showed that attitudes significantly affected political party preferences when nominating celebrity politicians only through brand affinity on a 90% confidence level (probability-value = 0.053 < 0.10) and perceived attributes on a 95% confidence level (0.039 < 0.05), evidencing a lack of a significant direct relationship (0.571 > 0.10). Voters’ gender conditional indirect effect was significant for females’ impact on brand affinity (0.025 < 0.05), whereas gender failed to determine voters’ indirect effect on perceived attributes (0.633 > 0.10). The results have shown that gender disparities in the brand’s emotional component could affect brand preferences.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42977775","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-20DOI: 10.21511/im.18(4).2022.15
Fëllanze Pula, Arbëresha Qerimi, Fidan Qerimi
This study aims to analyze the effect of marketing strategies on creating competitive advantage through strategies such as customized products strategy, pricing strategy, distribution strategy, promotion strategy, and innovation orientation strategy. The study was carried out on the basis of primary data, where part of the quantitative research were 15 categorized dairies, with low capacity (300-3,000 liters per day), with medium capacity (5,000-100,000 liters per day), and with high capacity (over 100,000 liters per day). From these dairies, 150 workers in leadership positions were surveyed, from which the marketing strategy with the greatest impact on creating competitive advantages was identified. Questionnaires were physically distributed and data were processed through Statistical Package for Social Sciences, version 26. Based on the multiple regression analysis, it was found that there is a statistically significant correlation that marketing strategies affect the creation of competitive advantage based on the value of R-square = 0.787, where customized products strategy, price strategy, and distribution strategy were found as important strategies. While innovation strategy and promotion strategy left the model due to the increased value of significance p > 0.05. Through this study, the dairy industry receives feedback on the type of strategy that should be used to create a competitive advantage, more so in the specific case where imports are very high and competition is very fierce.
{"title":"The effect of strategic marketing on creating competitive advantages of the dairy industry in Kosovo","authors":"Fëllanze Pula, Arbëresha Qerimi, Fidan Qerimi","doi":"10.21511/im.18(4).2022.15","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.15","url":null,"abstract":"This study aims to analyze the effect of marketing strategies on creating competitive advantage through strategies such as customized products strategy, pricing strategy, distribution strategy, promotion strategy, and innovation orientation strategy. The study was carried out on the basis of primary data, where part of the quantitative research were 15 categorized dairies, with low capacity (300-3,000 liters per day), with medium capacity (5,000-100,000 liters per day), and with high capacity (over 100,000 liters per day). From these dairies, 150 workers in leadership positions were surveyed, from which the marketing strategy with the greatest impact on creating competitive advantages was identified. Questionnaires were physically distributed and data were processed through Statistical Package for Social Sciences, version 26. Based on the multiple regression analysis, it was found that there is a statistically significant correlation that marketing strategies affect the creation of competitive advantage based on the value of R-square = 0.787, where customized products strategy, price strategy, and distribution strategy were found as important strategies. While innovation strategy and promotion strategy left the model due to the increased value of significance p > 0.05. Through this study, the dairy industry receives feedback on the type of strategy that should be used to create a competitive advantage, more so in the specific case where imports are very high and competition is very fierce.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46223471","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-14DOI: 10.21511/im.18(4).2022.14
Renu Sharma, M. Mohan, Sandeep Kumar Gupta
Shopping malls are visited for both functional as well as entertainment values. They provide emotional comfort and escape from boredom and stress to the shoppers. This study investigates the relationship of ambiance, layout, and utility of a mall with escapism and repurchase intention using the Stimulus-Organism-Response (SOR) model. Using a survey instrument, a convenience sampling procedure was adopted to obtain data from 316 respondents (mall visitors of the Delhi National capital Region in India). Delhi is the mall capital of India, with the highest population density in the world. The relationships between utility-escapism (β = .0265, p = .018), layout-escapism (β = 0.269, p = .012), layout-utility (β = 0.776, p < 0.001), utility-ambiance (β = 0.480, p < 0.001), layout-ambiance (β = 0.407, p < 0.001), and escapism-repurchase intention (β = 0.708, p < 0.001) are validated. However, the relationship between ambiance-escapism (β = 0.073, p = .509) is not supported. The results indicate that mall layout facilitates escapism followed by utility, whereas ambiance does not play a vital role. The purpose of the mall visit moderates this effect. Mall managers can create engaging shopping experiences to help shoppers escape boring routines/stress through improved layouts and enhanced functional values. The study establishes a strong linkage between mall layout, utility, and escapism.
{"title":"The effect of mall ambiance, layout, and utility on consumers’ escapism and repurchase intention","authors":"Renu Sharma, M. Mohan, Sandeep Kumar Gupta","doi":"10.21511/im.18(4).2022.14","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.14","url":null,"abstract":"Shopping malls are visited for both functional as well as entertainment values. They provide emotional comfort and escape from boredom and stress to the shoppers. This study investigates the relationship of ambiance, layout, and utility of a mall with escapism and repurchase intention using the Stimulus-Organism-Response (SOR) model. Using a survey instrument, a convenience sampling procedure was adopted to obtain data from 316 respondents (mall visitors of the Delhi National capital Region in India). Delhi is the mall capital of India, with the highest population density in the world. The relationships between utility-escapism (β = .0265, p = .018), layout-escapism (β = 0.269, p = .012), layout-utility (β = 0.776, p < 0.001), utility-ambiance (β = 0.480, p < 0.001), layout-ambiance (β = 0.407, p < 0.001), and escapism-repurchase intention (β = 0.708, p < 0.001) are validated. However, the relationship between ambiance-escapism (β = 0.073, p = .509) is not supported. The results indicate that mall layout facilitates escapism followed by utility, whereas ambiance does not play a vital role. The purpose of the mall visit moderates this effect. Mall managers can create engaging shopping experiences to help shoppers escape boring routines/stress through improved layouts and enhanced functional values. The study establishes a strong linkage between mall layout, utility, and escapism.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42030904","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-13DOI: 10.21511/im.18(4).2022.13
L. Suprawan, Sasipa Pojanavatee
Influencer marketing has been widely utilized in marketing communication. With the growing interest in virtual influencers, this study aims to investigate why social media users would interact with virtual influencers. The research model was developed based on the self-congruity theory. The data were obtained by questionnaires distributed to social media users using judgmental sampling (respondents were above 18 years old and actively used Instagram within the past six months). The questionnaire was posted on social media, and 230 responses were collected and analyzed using a covariance-based structural equation. Influencer-brand fit was found to have a weak direct effect on engagement (γ = 0.158, p < 0.05), but insignificant direct effect on mimicry desire (γ = 0.160, p > 0.05). Value homophily significantly affects both engagement and mimicry desire directly (β = 0.338 and β = 0.622, p < 0.01). Moreover, value homophily was found to fully mediate the virtual influencer-brand fit/mimicry desire relationship (B = 0.546, p < 0.01) and partially mediate the relationship of virtual influencer-brand fit/engagement (B = 0.229, p < 0.01). However, the mediating effect of mimicry desire on the virtual influencer-brand fit/engagement relationship was found to be non-significant (B = 0.065, p > 0.05). This study contributes to influencer marketing by highlighting value homophily as the most significant factor explaining why consumers respond to a virtual influencer when used as a message source in marketing communication.
影响者营销在营销传播中得到了广泛的应用。随着人们对虚拟网红的兴趣日益浓厚，本研究旨在调查社交媒体用户与虚拟网红互动的原因。研究模型是基于自我一致性理论建立的。数据是通过判断抽样的方式向社交媒体用户发放问卷获得的(受访者年龄在18岁以上，在过去六个月内积极使用Instagram)。该问卷被发布在社交媒体上，收集了230份回复，并使用基于协方差的结构方程进行了分析。影响者-品牌契合度对敬业度有微弱的直接影响(γ = 0.158, p <0.05)，但对模仿欲望的直接影响不显著(γ = 0.160, p >0.05)。价值观同质性直接影响敬业度和模仿欲望(β = 0.338和β = 0.622, p <0.01)。此外，价值同质性完全中介了虚拟影响者-品牌契合度/模仿欲望的关系(B = 0.546, p <0.01)，并部分中介虚拟网红与品牌契合度/敬业度的关系(B = 0.229, p <0.01)。然而，模仿欲望对虚拟网红-品牌契合度/敬业度关系的中介作用不显著(B = 0.065, p >0.05)。这项研究通过强调价值同质性作为最重要的因素来解释为什么消费者在营销传播中使用虚拟网红作为消息来源时对其做出反应，从而为网红营销做出了贡献。
{"title":"What causes social media users to engage and mimic virtual influencers? The role of self-congruity","authors":"L. Suprawan, Sasipa Pojanavatee","doi":"10.21511/im.18(4).2022.13","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.13","url":null,"abstract":"Influencer marketing has been widely utilized in marketing communication. With the growing interest in virtual influencers, this study aims to investigate why social media users would interact with virtual influencers. The research model was developed based on the self-congruity theory. The data were obtained by questionnaires distributed to social media users using judgmental sampling (respondents were above 18 years old and actively used Instagram within the past six months). The questionnaire was posted on social media, and 230 responses were collected and analyzed using a covariance-based structural equation. Influencer-brand fit was found to have a weak direct effect on engagement (γ = 0.158, p < 0.05), but insignificant direct effect on mimicry desire (γ = 0.160, p > 0.05). Value homophily significantly affects both engagement and mimicry desire directly (β = 0.338 and β = 0.622, p < 0.01). Moreover, value homophily was found to fully mediate the virtual influencer-brand fit/mimicry desire relationship (B = 0.546, p < 0.01) and partially mediate the relationship of virtual influencer-brand fit/engagement (B = 0.229, p < 0.01). However, the mediating effect of mimicry desire on the virtual influencer-brand fit/engagement relationship was found to be non-significant (B = 0.065, p > 0.05). This study contributes to influencer marketing by highlighting value homophily as the most significant factor explaining why consumers respond to a virtual influencer when used as a message source in marketing communication.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42016623","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-30DOI: 10.21511/im.18(4).2022.12
V. Litovtseva, Dariusz Krawczyk, A. Kuzior, M. Brychko, T. Vasylieva
Trust in public services is a driving force of socio-economic development. It ensures effective dialogue between citizens and government and becomes especially relevant in the digitalization. The lack of trust in the public sector can make reforms ineffective and the achievement of the goals of the Ministry of Digital Transformation within the framework of the State Strategy for Regional Development of Ukraine until 2027 in question. For this reason, marketing tools in public services should be directed toward achieving greater trust in those services and the government. This paper analyzes the current research on public sector marketing and its role in building trust as a foundation for the country’s digital development. Implementing multi-level bibliometric (Scopus tools), network (VOSviewer), and comparative (Google Trends) analysis, this study traces the development of marketing research on the process of public services delivery transformation from traditional to digital. 922 studies published between 1968 and 2022 were analyzed. The results show that public sector marketing is a multidisciplinary field of scientific research that is actively developing. Cluster analysis demonstrated that its modernization and the relationship between marketing in services and consumer behavior are the smallest and newest spheres of research. Researchers consider relationship marketing the principal mechanism for building trust in the public sector. This study found little research on the impact of marketing tools on consumers’ trust in public services. The comparative analysis confirmed the hypothesis of the need to change marketing tools due to the massive shift from offline to online services. AcknowledgmentThe authors acknowledge the funding in terms of the projects “Simulation modeling of the trajectory of the impact of behavioral attractors on macroeconomic stability: the role of transparency and public trust (0121U100469)” and “Modeling mechanisms for de-shadowing and de-corrupting the economy to ensure national security: the impact of the financial behavioral patterns transformation (№ 0122U000783)”.
{"title":"Marketing research in the context of trust in the public sector: A case of the digital environment","authors":"V. Litovtseva, Dariusz Krawczyk, A. Kuzior, M. Brychko, T. Vasylieva","doi":"10.21511/im.18(4).2022.12","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.12","url":null,"abstract":"Trust in public services is a driving force of socio-economic development. It ensures effective dialogue between citizens and government and becomes especially relevant in the digitalization. The lack of trust in the public sector can make reforms ineffective and the achievement of the goals of the Ministry of Digital Transformation within the framework of the State Strategy for Regional Development of Ukraine until 2027 in question. For this reason, marketing tools in public services should be directed toward achieving greater trust in those services and the government. This paper analyzes the current research on public sector marketing and its role in building trust as a foundation for the country’s digital development. Implementing multi-level bibliometric (Scopus tools), network (VOSviewer), and comparative (Google Trends) analysis, this study traces the development of marketing research on the process of public services delivery transformation from traditional to digital. 922 studies published between 1968 and 2022 were analyzed. The results show that public sector marketing is a multidisciplinary field of scientific research that is actively developing. Cluster analysis demonstrated that its modernization and the relationship between marketing in services and consumer behavior are the smallest and newest spheres of research. Researchers consider relationship marketing the principal mechanism for building trust in the public sector. This study found little research on the impact of marketing tools on consumers’ trust in public services. The comparative analysis confirmed the hypothesis of the need to change marketing tools due to the massive shift from offline to online services.\u0000AcknowledgmentThe authors acknowledge the funding in terms of the projects “Simulation modeling of the trajectory of the impact of behavioral attractors on macroeconomic stability: the role of transparency and public trust (0121U100469)” and “Modeling mechanisms for de-shadowing and de-corrupting the economy to ensure national security: the impact of the financial behavioral patterns transformation (№ 0122U000783)”.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47982734","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-28DOI: 10.21511/im.18(4).2022.11
E. Susanti, Layla Hana Marisa, Endri Endri
The Covid-19 pandemic has caused consumers to fear and feel anxious about doing activities outside their homes, such as shopping. Thus, they switched to e-commerce for sustainable consumption. This study focuses on sustainable consumption represented with the variables of perceived effectiveness of e-commerce platform (PEEP), economic benefits, interactivity, and pandemic fear. This study uses the Uses and Gratification Theory (UGT) to determine consumer motivation and purchase intentions. It explores the relationship between PEEP, economic benefits, interactivity, and sustainable consumption, with pandemic fear as a moderating variable. The analysis was conducted from February to July 2021, with e-commerce being the object of study. The study uses purposive sampling based on the criteria of respondents who have made a transaction at least once in one of the marketplaces in Jakarta, Indonesia. An online survey was employed to test 95 respondents consisting of Millennials and Generation Z who are active e-commerce users in Indonesia. The moderated regression analysis (MRA) or interaction test was applied to analyze the data. The results of the study found that pandemic fear can moderate PEEP’s relationship with economic benefits and interactivity that can increase sustainable consumption. The research findings also prove that relying on interactivity in the buying process encourages them to use e-commerce. E-commerce can help consumers who are limited in making transactions due to fear of spreading the Covid-19 virus to fulfill sustainable consumption.
{"title":"Determinants of sustainable consumption: Moderating role of pandemic fear","authors":"E. Susanti, Layla Hana Marisa, Endri Endri","doi":"10.21511/im.18(4).2022.11","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.11","url":null,"abstract":"The Covid-19 pandemic has caused consumers to fear and feel anxious about doing activities outside their homes, such as shopping. Thus, they switched to e-commerce for sustainable consumption. This study focuses on sustainable consumption represented with the variables of perceived effectiveness of e-commerce platform (PEEP), economic benefits, interactivity, and pandemic fear. This study uses the Uses and Gratification Theory (UGT) to determine consumer motivation and purchase intentions. It explores the relationship between PEEP, economic benefits, interactivity, and sustainable consumption, with pandemic fear as a moderating variable. The analysis was conducted from February to July 2021, with e-commerce being the object of study. The study uses purposive sampling based on the criteria of respondents who have made a transaction at least once in one of the marketplaces in Jakarta, Indonesia. An online survey was employed to test 95 respondents consisting of Millennials and Generation Z who are active e-commerce users in Indonesia. The moderated regression analysis (MRA) or interaction test was applied to analyze the data. The results of the study found that pandemic fear can moderate PEEP’s relationship with economic benefits and interactivity that can increase sustainable consumption. The research findings also prove that relying on interactivity in the buying process encourages them to use e-commerce. E-commerce can help consumers who are limited in making transactions due to fear of spreading the Covid-19 virus to fulfill sustainable consumption.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49583333","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-22DOI: 10.21511/im.18(4).2022.10
Iyyad Zahran, Younes Megdadi, A. Albloush
The COVID-19 pandemic has produced tremendous socioeconomic upheaval worldwide, affecting people’s purchasing habits and intentions. This study assesses the relationship between COVID-19 risk perceptions and intentions to consume energy drinks. Furthermore, it analyzes the role of a healthy lifestyle and sustainable consumption in mediating this relationship. A survey approach was used to obtain the data. An online questionnaire (400 samples) was distributed through social media to Palestinian citizens and residents (students, employees, free professionals, laborers, and others). The study used a 5-point Likert scale. Data analysis used descriptive statistics (measures of central tendency and dispersion). PLS was utilized to investigate the mediation effect, whereas SPSS was used to analyze the data and test the hypotheses. Risk perception was assessed using seven variables: fear, conduct, awareness and knowledge, trust and confidence, healthy lifestyle, sustainable consumption, and intention to use energy beverages. The findings indicate that COVID-19 risk perception affects the propensity to consume energy beverages (B = 3.692; p ˂ 0.001). In addition, the results show that COVID-19 risk perception has a significant relationship with a healthy lifestyle and sustainable consumption (B = 3.358; p ˂ 0.001; B = 3.571; p ˂ 0.001). The findings also highlighted a partial mediation of healthy lifestyle and sustainable consumption in the association between COVID-19 risk perception and desire to use energy beverages.
{"title":"The impact of COVID-19 risk perceptions on intentions to consume energy beverages: The mediation role of a healthy lifestyle and sustainable consumption","authors":"Iyyad Zahran, Younes Megdadi, A. Albloush","doi":"10.21511/im.18(4).2022.10","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.10","url":null,"abstract":"The COVID-19 pandemic has produced tremendous socioeconomic upheaval worldwide, affecting people’s purchasing habits and intentions. This study assesses the relationship between COVID-19 risk perceptions and intentions to consume energy drinks. Furthermore, it analyzes the role of a healthy lifestyle and sustainable consumption in mediating this relationship. A survey approach was used to obtain the data. An online questionnaire (400 samples) was distributed through social media to Palestinian citizens and residents (students, employees, free professionals, laborers, and others). The study used a 5-point Likert scale. Data analysis used descriptive statistics (measures of central tendency and dispersion). PLS was utilized to investigate the mediation effect, whereas SPSS was used to analyze the data and test the hypotheses. Risk perception was assessed using seven variables: fear, conduct, awareness and knowledge, trust and confidence, healthy lifestyle, sustainable consumption, and intention to use energy beverages. The findings indicate that COVID-19 risk perception affects the propensity to consume energy beverages (B = 3.692; p ˂ 0.001). In addition, the results show that COVID-19 risk perception has a significant relationship with a healthy lifestyle and sustainable consumption (B = 3.358; p ˂ 0.001; B = 3.571; p ˂ 0.001). The findings also highlighted a partial mediation of healthy lifestyle and sustainable consumption in the association between COVID-19 risk perception and desire to use energy beverages.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48777908","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-17DOI: 10.21511/im.18(4).2022.09
W. Widiyanto, Putri Lindiyatmi, Arief Yulianto
The consumptive behavior of students tends to be excessive. Therefore, this study aims to test the impact of financial literacy, peer group, social media usage, and locus of control on students’ consumption behavior. The population consists of 41,061 active S-1 students of Universitas Negeri Semarang, Jawa Tengah, Indonesia. 5% of 398 samples had an error rate using the Slovin formula. Primary data were collected through surveys employing a 5-point Likert scale. The questionnaire constructed in Google Forms was distributed using WhatsApp group. The data collected were then subjected to validity and reliability tests. Thus, the response variable was consumptive behavior; three predictor variables were financial literacy, peer group, and social media usage; and the mediating variable was locus of control. The results show that financial literacy affects consumptive behavior negatively, with a coefficient of –0.109 and a significance value of 0.041. Peer groups, social media usage, and locus of control had a positive and significant effect on consumptive behavior directly. The coefficients were 0.039, 0.518, and 0.218, with significance values of 0.031, 0.000, and 0.000. Financial literacy and peer groups have a positive and significant effect on the locus of control with coefficients of 0.0638 and 0.251 and significance values of 0.000. In addition, locus of control has been proven as a mediator in the influence of financial literacy and peer groups on consumptive behavior. AcknowledgmentWe acknowledge the Faculty of Economics, Universitas Negeri Semarang, for publication funding.
{"title":"Locus of control as a mediating variable for the factors influencing consumptive behavior among students","authors":"W. Widiyanto, Putri Lindiyatmi, Arief Yulianto","doi":"10.21511/im.18(4).2022.09","DOIUrl":"https://doi.org/10.21511/im.18(4).2022.09","url":null,"abstract":"The consumptive behavior of students tends to be excessive. Therefore, this study aims to test the impact of financial literacy, peer group, social media usage, and locus of control on students’ consumption behavior. The population consists of 41,061 active S-1 students of Universitas Negeri Semarang, Jawa Tengah, Indonesia. 5% of 398 samples had an error rate using the Slovin formula. Primary data were collected through surveys employing a 5-point Likert scale. The questionnaire constructed in Google Forms was distributed using WhatsApp group. The data collected were then subjected to validity and reliability tests. Thus, the response variable was consumptive behavior; three predictor variables were financial literacy, peer group, and social media usage; and the mediating variable was locus of control. The results show that financial literacy affects consumptive behavior negatively, with a coefficient of –0.109 and a significance value of 0.041. Peer groups, social media usage, and locus of control had a positive and significant effect on consumptive behavior directly. The coefficients were 0.039, 0.518, and 0.218, with significance values of 0.031, 0.000, and 0.000. Financial literacy and peer groups have a positive and significant effect on the locus of control with coefficients of 0.0638 and 0.251 and significance values of 0.000. In addition, locus of control has been proven as a mediator in the influence of financial literacy and peer groups on consumptive behavior.\u0000AcknowledgmentWe acknowledge the Faculty of Economics, Universitas Negeri Semarang, for publication funding.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41933132","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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