Pub Date : 2023-12-07DOI: 10.21511/im.19(4).2023.19
Haitham Alghanayem, G. Lamberti, J. López-Sintas
This study aims to explore the complex effects of post-purchase retargeting ads on consumer behavior, with a focus on expectation confirmation, satisfaction, and repurchase intentions. Additionally, it examines the influence of time spent online on these effects. Anchored in expectation confirmation theory (ECT), the study analyzes responses from 396 Saudi Arabian e-tourism customers who encountered competitive retargeting ads after purchasing an e-tourism package. The analysis employs partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA) to test the hypotheses. A notable finding is the direct negative impact of retargeting ads on expectation confirmation: increased exposure to such ads post-purchase seems to diminish the perception that initial expectations of the product or service are being met. The negative effect of these ads also indirectly influences satisfaction and repurchase intentions. Furthermore, the MGA results indicate variations in this negative impact based on the time spent online. Specifically, the more time consumers spend online, the stronger the negative impact, leading to a significant decrease in satisfaction and repurchase intentions. These insights reveal the complex nature of post-purchase retargeting ads and underscore the importance of accounting for consumers’ online behavior. They offer valuable direction for marketers to refine retargeting strategies to better resonate with consumer expectations.
{"title":"A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia","authors":"Haitham Alghanayem, G. Lamberti, J. López-Sintas","doi":"10.21511/im.19(4).2023.19","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.19","url":null,"abstract":"This study aims to explore the complex effects of post-purchase retargeting ads on consumer behavior, with a focus on expectation confirmation, satisfaction, and repurchase intentions. Additionally, it examines the influence of time spent online on these effects. Anchored in expectation confirmation theory (ECT), the study analyzes responses from 396 Saudi Arabian e-tourism customers who encountered competitive retargeting ads after purchasing an e-tourism package. The analysis employs partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA) to test the hypotheses. A notable finding is the direct negative impact of retargeting ads on expectation confirmation: increased exposure to such ads post-purchase seems to diminish the perception that initial expectations of the product or service are being met. The negative effect of these ads also indirectly influences satisfaction and repurchase intentions. Furthermore, the MGA results indicate variations in this negative impact based on the time spent online. Specifically, the more time consumers spend online, the stronger the negative impact, leading to a significant decrease in satisfaction and repurchase intentions. These insights reveal the complex nature of post-purchase retargeting ads and underscore the importance of accounting for consumers’ online behavior. They offer valuable direction for marketers to refine retargeting strategies to better resonate with consumer expectations.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"6 10","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138592591","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 : 2023-12-04DOI: 10.21511/im.19(4).2023.17
Sang Vo Minh, Uyen Phan Nguyen Thao, Khanh Truong Tan, Phung Pham Van
The study evaluates the impact of corporate social responsibility (CSR) on customer satisfaction and repurchase intention in the fast food service business in Vietnam. This study used quantitative research methods with a sample of 414 customers aged 18 and older who have used fast food service in Vietnam. Primary data were collected based on customers’ willingness to provide information through questionnaire links on social networking platforms such as Facebook and Zalo. Structural equation modeling and mediating effect analysis were used to test the correlation between components in the research model. Research results have identified three components of CSR, including community responsibility, environmental responsibility, and ethical responsibility in business, that directly and positively influence customer satisfaction. The results validate the mediating influence of satisfaction on the correlation between CSR components (community, environmental, and ethical responsibility) and repurchase intention, which very few previous studies have performed. These findings theoretically contribute to the literature, verifying three CSR components from the customer’s point of view in the fast food service business, including community, environmental, and ethical responsibility. Expanding the theory on factors affecting customer satisfaction and promoting cause-related marketing, prosocial behavior, and competitive advantage theory is necessary. As for managerial contributions, fast food business brands are suggested to invest and increase their CSR activities.
{"title":"The influence of corporate social responsibility on repurchase intention: The mediating effect of satisfaction","authors":"Sang Vo Minh, Uyen Phan Nguyen Thao, Khanh Truong Tan, Phung Pham Van","doi":"10.21511/im.19(4).2023.17","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.17","url":null,"abstract":"The study evaluates the impact of corporate social responsibility (CSR) on customer satisfaction and repurchase intention in the fast food service business in Vietnam. This study used quantitative research methods with a sample of 414 customers aged 18 and older who have used fast food service in Vietnam. Primary data were collected based on customers’ willingness to provide information through questionnaire links on social networking platforms such as Facebook and Zalo. Structural equation modeling and mediating effect analysis were used to test the correlation between components in the research model. Research results have identified three components of CSR, including community responsibility, environmental responsibility, and ethical responsibility in business, that directly and positively influence customer satisfaction. The results validate the mediating influence of satisfaction on the correlation between CSR components (community, environmental, and ethical responsibility) and repurchase intention, which very few previous studies have performed. These findings theoretically contribute to the literature, verifying three CSR components from the customer’s point of view in the fast food service business, including community, environmental, and ethical responsibility. Expanding the theory on factors affecting customer satisfaction and promoting cause-related marketing, prosocial behavior, and competitive advantage theory is necessary. As for managerial contributions, fast food business brands are suggested to invest and increase their CSR activities.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"28 19","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138601736","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 : 2023-12-04DOI: 10.21511/im.19(4).2023.18
Surahman, Dadang Lesmana, Dewi Naprida, Bagus Rai Wibowo, Rizky Yudaruddin
The study aims to analyze how factors such as environmental attitude, subjective norms, perceived behavioral control, and environmental knowledge impact the willingness of Generation Z tourists in Indonesia to make green or environmentally friendly purchases. It also explores the moderating role of environmental knowledge in the relationship between environmental attitude and green purchase intentions. The analysis focuses on Generation Z respondents, totaling 543 individuals. The paper employs the structural equation modeling (SEM) method. The results show that when considered individually, consumer behavior, encompassing environmental attitude, subjective norms, and perceived behavioral control, exerts a significantly positive impact on green purchase intentions. These results suggest that tourists’ attitudes toward the environment, influence from family or friends, and the ability to control their actions are pivotal in fostering green purchase intentions while traveling. Furthermore, the study demonstrates a substantial positive correlation between environmental knowledge and tourists’ green purchase intentions. Additionally, environmental knowledge moderates environmental attitude, amplifying its positive effect on tourists’ green purchase intentions. This highlights the vital role of environmental knowledge, which not only stimulates green purchase intentions but also motivates tourists to adopt pro-environmental behavior by opting for eco-friendly products.
{"title":"Consumer behavior and tourists’ green purchase intention of Gen Z consumers: Moderating role of environmental knowledge","authors":"Surahman, Dadang Lesmana, Dewi Naprida, Bagus Rai Wibowo, Rizky Yudaruddin","doi":"10.21511/im.19(4).2023.18","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.18","url":null,"abstract":"The study aims to analyze how factors such as environmental attitude, subjective norms, perceived behavioral control, and environmental knowledge impact the willingness of Generation Z tourists in Indonesia to make green or environmentally friendly purchases. It also explores the moderating role of environmental knowledge in the relationship between environmental attitude and green purchase intentions. The analysis focuses on Generation Z respondents, totaling 543 individuals. The paper employs the structural equation modeling (SEM) method. The results show that when considered individually, consumer behavior, encompassing environmental attitude, subjective norms, and perceived behavioral control, exerts a significantly positive impact on green purchase intentions. These results suggest that tourists’ attitudes toward the environment, influence from family or friends, and the ability to control their actions are pivotal in fostering green purchase intentions while traveling. Furthermore, the study demonstrates a substantial positive correlation between environmental knowledge and tourists’ green purchase intentions. Additionally, environmental knowledge moderates environmental attitude, amplifying its positive effect on tourists’ green purchase intentions. This highlights the vital role of environmental knowledge, which not only stimulates green purchase intentions but also motivates tourists to adopt pro-environmental behavior by opting for eco-friendly products.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"11 6","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138603630","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 : 2023-11-29DOI: 10.21511/im.19(4).2023.15
Aweewan Panyagometh, Xiangyu Bian
The new energy vehicle industry has proliferated in the face of global climate change and challenges to sustainable development. Understanding the factors that encourage consumers to purchase new energy vehicles is essential to driving the new energy vehicle industry’s future development. Based on signaling theory, this study aims to investigate the significant influence of various factors, such as perceived ESG and policy incentives, on Chinese consumers’ intention to purchase new energy vehicles and explore the mediating effect of brand image and perceived value. This study adopts a quantitative research methodology by collecting data from 860 potential new energy vehicle consumers in China through a questionnaire survey and analyzing the data using structural equation modeling in AMOS 24.0. The results of the study show that consumers’ perceived ESG significantly affects their intention to purchase new energy vehicles. Brand image and perceived value mediate consumers’ perceived ESG factors and their purchase intention of new energy vehicles. Consumers’ positive attitudes will increase the purchase intention of new energy vehicles. In addition, government incentives also have a positive and significant effect on the intention to purchase new energy vehicles. These results provide sustainable marketing guidance for NEV companies, confirming the importance of good environmental, social, and governance performance, good brand image, and perceived benefits in driving purchases. In addition, this study provides empirical evidence of policy support for the NEV industry, thus reinforcing its importance for policymakers.
{"title":"The influence of perceived ESG and policy incentives on consumers’ intention to purchase new energy vehicles: Empirical evidence from China","authors":"Aweewan Panyagometh, Xiangyu Bian","doi":"10.21511/im.19(4).2023.15","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.15","url":null,"abstract":"The new energy vehicle industry has proliferated in the face of global climate change and challenges to sustainable development. Understanding the factors that encourage consumers to purchase new energy vehicles is essential to driving the new energy vehicle industry’s future development. Based on signaling theory, this study aims to investigate the significant influence of various factors, such as perceived ESG and policy incentives, on Chinese consumers’ intention to purchase new energy vehicles and explore the mediating effect of brand image and perceived value. This study adopts a quantitative research methodology by collecting data from 860 potential new energy vehicle consumers in China through a questionnaire survey and analyzing the data using structural equation modeling in AMOS 24.0. The results of the study show that consumers’ perceived ESG significantly affects their intention to purchase new energy vehicles. Brand image and perceived value mediate consumers’ perceived ESG factors and their purchase intention of new energy vehicles. Consumers’ positive attitudes will increase the purchase intention of new energy vehicles. In addition, government incentives also have a positive and significant effect on the intention to purchase new energy vehicles. These results provide sustainable marketing guidance for NEV companies, confirming the importance of good environmental, social, and governance performance, good brand image, and perceived benefits in driving purchases. In addition, this study provides empirical evidence of policy support for the NEV industry, thus reinforcing its importance for policymakers.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"18 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139209323","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}
Electronic procurement of government products and services strives to promote good governance by enhancing internal control and fraud prevention. This study aims to assess how e-procurement and internal control can prevent fraud in purchasing goods and services in Indonesia. Participants in the regional work units (SKPD) in Riau’s procurement of goods and services make up the study’s population. The sample included 85 respondents with the requirements for a position relating to the successful procurement of goods and services from December 2021 to December 2022. The paper used a purposeful sampling technique. This study employed a quantitative method and SmartPLS 3.0 to evaluate the data. The results concluded that the implementation of e-procurement (β = 0.231; p < 0.05) and internal control (β = 0.231; p < 0.05) have a substantial impact on fraud prevention during the procurement of goods and services. By absorbing the capital expenditure budget and limiting fraud, it is envisaged that the Indonesian government may maximize its fraud prevention. It is desired that persons involved in procuring products and services constantly broaden their understanding of and perspectives on procurement, particularly those on other crucial aspects of procurement.
{"title":"Determinants influencing fraud prevention in e-procurement: Empirical evidence from Indonesia","authors":"Sempaulus Silalahi, Rheny Afriana Hanif, S. Supriono, Eka Hariyani, Meilda Wiguna","doi":"10.21511/im.19(4).2023.16","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.16","url":null,"abstract":"Electronic procurement of government products and services strives to promote good governance by enhancing internal control and fraud prevention. This study aims to assess how e-procurement and internal control can prevent fraud in purchasing goods and services in Indonesia. Participants in the regional work units (SKPD) in Riau’s procurement of goods and services make up the study’s population. The sample included 85 respondents with the requirements for a position relating to the successful procurement of goods and services from December 2021 to December 2022. The paper used a purposeful sampling technique. This study employed a quantitative method and SmartPLS 3.0 to evaluate the data. The results concluded that the implementation of e-procurement (β = 0.231; p < 0.05) and internal control (β = 0.231; p < 0.05) have a substantial impact on fraud prevention during the procurement of goods and services. By absorbing the capital expenditure budget and limiting fraud, it is envisaged that the Indonesian government may maximize its fraud prevention. It is desired that persons involved in procuring products and services constantly broaden their understanding of and perspectives on procurement, particularly those on other crucial aspects of procurement.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"47 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139209654","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 : 2023-11-27DOI: 10.21511/im.19(4).2023.14
Yokie Radnan Kristiyono, Hendrawan Supratikno, Evo Sampetua Hariandja
Social media platforms help businesses connect, communicate, and access information, boosting brand loyalty and awareness. This study aims to determine the relationship between social media marketing, brand engagement, and brand trust toward customer experience and brand loyalty. The focus is on the importance of the role of social media marketing for frozen food brands. The paper uses a descriptive research design and a quantitative approach where data were collected by distributing online questionnaires among frozen food consumers through Google Forms. The selected 250 respondents were located in big cities in Indonesia, such as Jakarta, Bogor, Depok, Tangerang, and Bandung. The data were processed using SmartPLS v.4.0.0 to examine the results of the outer and inner models. The results show that social media marketing has a significant effect on brand trust. In addition, brand engagement has a significant effect on customer experience. Then, social media marketing has an insignificant effect on brand engagement. Brand trust has an insignificant effect on customer experience. Next, the customer experience has an insignificant impact on brand loyalty. In addition, a frozen food company’s social media advertising might not be able to reach its intended audience, which leads to little engagement. To preserve consistency and transparency, a brand should maintain open communication, a customer-centric strategy, and customer engagement through messaging, dialogues, and user-generated content.
{"title":"The role of social media marketing (SMM) in building frozen food brand loyalty","authors":"Yokie Radnan Kristiyono, Hendrawan Supratikno, Evo Sampetua Hariandja","doi":"10.21511/im.19(4).2023.14","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.14","url":null,"abstract":"Social media platforms help businesses connect, communicate, and access information, boosting brand loyalty and awareness. This study aims to determine the relationship between social media marketing, brand engagement, and brand trust toward customer experience and brand loyalty. The focus is on the importance of the role of social media marketing for frozen food brands. The paper uses a descriptive research design and a quantitative approach where data were collected by distributing online questionnaires among frozen food consumers through Google Forms. The selected 250 respondents were located in big cities in Indonesia, such as Jakarta, Bogor, Depok, Tangerang, and Bandung. The data were processed using SmartPLS v.4.0.0 to examine the results of the outer and inner models. The results show that social media marketing has a significant effect on brand trust. In addition, brand engagement has a significant effect on customer experience. Then, social media marketing has an insignificant effect on brand engagement. Brand trust has an insignificant effect on customer experience. Next, the customer experience has an insignificant impact on brand loyalty. In addition, a frozen food company’s social media advertising might not be able to reach its intended audience, which leads to little engagement. To preserve consistency and transparency, a brand should maintain open communication, a customer-centric strategy, and customer engagement through messaging, dialogues, and user-generated content.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"177 1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139233747","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 : 2023-11-27DOI: 10.21511/im.19(4).2023.13
Dewi Wuisan, Asep Hermawan, Ferdi Antonio, Rudy Pramono
This study aims to determine the effect of peer-to-peer lending (P2PL) on small and medium enterprises (SMEs) underpinned by the theory of planned behavior and asses its impact on the borrower’s intention to recommend such a platform. This paper used a quantitative survey method with partial least squares structural equation modeling to analyze the data collected through a questionnaire. The data were obtained from 395 respondents who are entrepreneurs or business leaders in SMEs in Indonesia and had experience in borrowing business loan funds from the P2PL apps. The structural questionnaire was distributed from January to May 2022. The results of this study indicate that the three core components of the theory of planned behavior (attitudes, subjective norms, and perceived behavioral control) can significantly influence the intention to continue usage and the intention to recommend with an R-squared value of 0.626, which indicates a meaningful explanatory power. The results proved that perceived benefits and risk and electronic word-of-mouth are the antecedents with significant influence. Moreover, this study provides new insights into how self-efficacy and mental accounting can influence perceived behavioral control. These findings could suggest that P2PL management should be more innovative in developing effective marketing strategies based on the traits and borrower’s points of view. Particularly, they could emphasize customer segmentation based on mental accounting.
{"title":"The quest of peer-to-peer lending applications marketing to small and medium enterprises: Assessing intention to recommend","authors":"Dewi Wuisan, Asep Hermawan, Ferdi Antonio, Rudy Pramono","doi":"10.21511/im.19(4).2023.13","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.13","url":null,"abstract":"This study aims to determine the effect of peer-to-peer lending (P2PL) on small and medium enterprises (SMEs) underpinned by the theory of planned behavior and asses its impact on the borrower’s intention to recommend such a platform. This paper used a quantitative survey method with partial least squares structural equation modeling to analyze the data collected through a questionnaire. The data were obtained from 395 respondents who are entrepreneurs or business leaders in SMEs in Indonesia and had experience in borrowing business loan funds from the P2PL apps. The structural questionnaire was distributed from January to May 2022. The results of this study indicate that the three core components of the theory of planned behavior (attitudes, subjective norms, and perceived behavioral control) can significantly influence the intention to continue usage and the intention to recommend with an R-squared value of 0.626, which indicates a meaningful explanatory power. The results proved that perceived benefits and risk and electronic word-of-mouth are the antecedents with significant influence. Moreover, this study provides new insights into how self-efficacy and mental accounting can influence perceived behavioral control. These findings could suggest that P2PL management should be more innovative in developing effective marketing strategies based on the traits and borrower’s points of view. Particularly, they could emphasize customer segmentation based on mental accounting.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"14 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139231065","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 : 2023-11-16DOI: 10.21511/im.19(4).2023.12
Imran Ali, Mohammad Naushad
Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of social media marketing on purchase intentions.Notably, the study revealed a crucial insight: the influence of social media marketing on purchase intentions is fully mediated by the perception of brand image. In light of these results, businesses are encouraged to establish a strong presence on social media platforms to effectively promote their products and services. Organizations can effectively steer consumer purchase intentions by harnessing the synergy between social media marketing and brand image. Acknowledgment This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).
{"title":"Examining the influence of social media marketing on purchase intention: The mediating role of brand image","authors":"Imran Ali, Mohammad Naushad","doi":"10.21511/im.19(4).2023.12","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.12","url":null,"abstract":"Social media has revolutionized how businesses connect with consumers, going beyond product promotion to understanding consumer preferences. It is undeniable that social media plays a pivotal role in shaping consumer purchase decisions, as more individuals turn to these platforms to seek advice and opinions from peers. The current study engaged 410 Indian consumers, employing a quantitative approach backed by rigorous statistical methods, including descriptive statistics, correlation analysis, regression analysis, and structural equation modeling (SEM) using AMOS software. The goal was to unravel the intricate dynamics between social media marketing, brand image, and purchase intentions. The findings highlight a significant and positive relationship between social media marketing efforts and brand image perception. Moreover, it was discovered that brand image significantly influences consumers’ purchase intentions. Surprisingly, it did not find a direct and significant impact of social media marketing on purchase intentions.Notably, the study revealed a crucial insight: the influence of social media marketing on purchase intentions is fully mediated by the perception of brand image. In light of these results, businesses are encouraged to establish a strong presence on social media platforms to effectively promote their products and services. Organizations can effectively steer consumer purchase intentions by harnessing the synergy between social media marketing and brand image. Acknowledgment This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"17 10","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139269490","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 : 2023-11-13DOI: 10.21511/im.19(4).2023.11
Marko van Deventer, Heleneze-Tianè Lues
University websites are increasingly crucial in meeting the evolving digital demands of students. To effectively manage university websites, it is necessary to first determine students’ behavioral usage intentions of university websites and the factors that influence their intentions, which forms the purpose of this study. Data were collected at a single point in time and described the characteristics of the sample. This study, involving 319 Generation Y students registered at two South African university campuses (one traditional and one university of technology campus), utilizes structural equation modeling to explore the predictive relationships among information quality, system quality, playfulness, ease of use, trust, attitude, satisfaction, and behavioral intentions related to university website use. The study underscores the pivotal role of the university’s website in shaping student satisfaction, with information quality standing out as a significant positive influence. Additionally, playfulness significantly impacts both satisfaction and overall attitudes toward university websites. The system quality of the university website is also noteworthy, showing a statistically significant positive effect on ease of use and fostering trust among students. Furthermore, satisfaction is anticipated by ease of use, creating a cascade effect where satisfaction predicts trust and trust predicts attitudes. Ultimately, students’ attitudes emerge as a critical predictor for their behavioral intentions to use university websites. The model exhibits acceptable fit indices, demonstrating substantial explanatory power (SRMR = 0.1, RMSEA = 0.06, IFI = 0.94, TLI = 0.93, CFI = 0.94). These findings offer insights for university management and web designers to enhance online platforms, fostering student satisfaction, trust, and usage.
{"title":"South African Generation Y students’ behavioral intentions to use university websites","authors":"Marko van Deventer, Heleneze-Tianè Lues","doi":"10.21511/im.19(4).2023.11","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.11","url":null,"abstract":"University websites are increasingly crucial in meeting the evolving digital demands of students. To effectively manage university websites, it is necessary to first determine students’ behavioral usage intentions of university websites and the factors that influence their intentions, which forms the purpose of this study. Data were collected at a single point in time and described the characteristics of the sample. This study, involving 319 Generation Y students registered at two South African university campuses (one traditional and one university of technology campus), utilizes structural equation modeling to explore the predictive relationships among information quality, system quality, playfulness, ease of use, trust, attitude, satisfaction, and behavioral intentions related to university website use. The study underscores the pivotal role of the university’s website in shaping student satisfaction, with information quality standing out as a significant positive influence. Additionally, playfulness significantly impacts both satisfaction and overall attitudes toward university websites. The system quality of the university website is also noteworthy, showing a statistically significant positive effect on ease of use and fostering trust among students. Furthermore, satisfaction is anticipated by ease of use, creating a cascade effect where satisfaction predicts trust and trust predicts attitudes. Ultimately, students’ attitudes emerge as a critical predictor for their behavioral intentions to use university websites. The model exhibits acceptable fit indices, demonstrating substantial explanatory power (SRMR = 0.1, RMSEA = 0.06, IFI = 0.94, TLI = 0.93, CFI = 0.94). These findings offer insights for university management and web designers to enhance online platforms, fostering student satisfaction, trust, and usage.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"75 11","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136346264","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 : 2023-11-13DOI: 10.21511/im.19(4).2023.10
Takumi Kato
Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value &lt; 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value &lt; 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value &lt; 0.000) was effective in Japan, and hearing (β = 0.741, p-value &lt; 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product. AcknowledgmentThis work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567.
{"title":"Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market","authors":"Takumi Kato","doi":"10.21511/im.19(4).2023.10","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.10","url":null,"abstract":"Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value &amp;lt; 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value &amp;lt; 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value &amp;lt; 0.000) was effective in Japan, and hearing (β = 0.741, p-value &amp;lt; 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product. AcknowledgmentThis work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"70 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136347486","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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