Pub Date : 2023-09-05DOI: 10.21511/im.19(3).2023.09
Nguyen Minh Sang
The objective of this study was to examine the determinants that impact the inclination of Generation Z individuals to use QR Pay in the context of Vietnam following the COVID-19 pandemic. In order to gather the necessary data, this study conducted a survey among a sample of 415 individuals who were customers of the relevant service or product. The survey was conducted using the Google Forms platform from September 2022 to January 2023, employing a convenience sampling approach. This paper constructed a research model utilizing the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) frameworks. Then, it analyzed the data using partial least squares structural equation modeling (PLS-SEM). Principal findings indicate that attitude, COVID-19 impact, personal innovativeness, perceived compatibility, perceived ease of use, perceived usefulness, and social influence are significant determinants of Vietnamese Gen Z’s intention to adopt QR Pay. This study provides valuable insights into the factors affecting Gen Z customers’ behavior toward technology adoption in Vietnam under the shadow of the COVID-19 pandemic. The findings can benefit business managers and policymakers, as they can better understand the factors that influence customers’ technology adoption and develop effective strategies to enhance customers’ acceptance of technology. AcknowledgmentThe author wishes to convey heartfelt gratitude to all consumers who took the time to complete the survey. Furthermore, heartfelt gratitude is extended to all parties involved, as well as the Ho Chi Minh City University of Banking, for their incredible support and help, which contributed considerably to the completion of this study.
{"title":"Factors affecting Gen Z’s intention to use QR Pay in Vietnam after Covid-19","authors":"Nguyen Minh Sang","doi":"10.21511/im.19(3).2023.09","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.09","url":null,"abstract":"The objective of this study was to examine the determinants that impact the inclination of Generation Z individuals to use QR Pay in the context of Vietnam following the COVID-19 pandemic. In order to gather the necessary data, this study conducted a survey among a sample of 415 individuals who were customers of the relevant service or product. The survey was conducted using the Google Forms platform from September 2022 to January 2023, employing a convenience sampling approach. This paper constructed a research model utilizing the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) frameworks. Then, it analyzed the data using partial least squares structural equation modeling (PLS-SEM). Principal findings indicate that attitude, COVID-19 impact, personal innovativeness, perceived compatibility, perceived ease of use, perceived usefulness, and social influence are significant determinants of Vietnamese Gen Z’s intention to adopt QR Pay. This study provides valuable insights into the factors affecting Gen Z customers’ behavior toward technology adoption in Vietnam under the shadow of the COVID-19 pandemic. The findings can benefit business managers and policymakers, as they can better understand the factors that influence customers’ technology adoption and develop effective strategies to enhance customers’ acceptance of technology.\u0000AcknowledgmentThe author wishes to convey heartfelt gratitude to all consumers who took the time to complete the survey. Furthermore, heartfelt gratitude is extended to all parties involved, as well as the Ho Chi Minh City University of Banking, for their incredible support and help, which contributed considerably to the completion of this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46883750","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 : 2023-08-25DOI: 10.21511/im.19(3).2023.08
Juan Manuel Andrade Navia, Dagoberto Páramo Morales, Elías Ramírez Plazas
Neighborhood stores are a business that is rooted in the social and economic structure of societies in developing countries, so their importance in these areas is attractive to analyze from an academic and research perspective. This study evaluated the influence of culture on relationship marketing between neighborhood merchants and their consumers from an alternative perspective to traditional approaches. Thus, a consumer is presented as a human being inserted in a social reality and not as a matter of simple exchange. The study was quantitative in nature, approached from the deductive and correlational method, for which a survey-type measurement instrument with a Likert scale was generated and validated that evaluated the relationship between variables. The reliability of the scale was measured using Cronbach’s Alpha, obtaining acceptable results for culture (a: 0.85) and relationship marketing (a: 0.93). The results indicate a positive relationship between culture and relationship marketing: trust (0.789; p < 0.00), commitment (0.658; p < 0.00), satisfaction (0.853; p < 0.00), and loyalty (0.753; p < 0.00), so that business relationships in a neighborhood store are based on cultural considerations established and maintained in constant interaction between participating members: shopkeepers, consumers, friends and relatives who attend it with some frequency, have these ties deep, since they have been appropriated through the performance of ceremonies and rites in which values, beliefs, mental representations, trust, commitment, satisfaction, and loyalty of the actors involved are implicit, giving vitality to the relationship between buyers and sellers, which they themselves call “socializing links”. AcknowledgmentThe authors thank the Universidad Surcolombiana and the Universidad del Norte for their support in the development of the research.
{"title":"Culture and relationship marketing in neighborhood stores: Analysis of a peripheral region in Colombia","authors":"Juan Manuel Andrade Navia, Dagoberto Páramo Morales, Elías Ramírez Plazas","doi":"10.21511/im.19(3).2023.08","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.08","url":null,"abstract":"Neighborhood stores are a business that is rooted in the social and economic structure of societies in developing countries, so their importance in these areas is attractive to analyze from an academic and research perspective. This study evaluated the influence of culture on relationship marketing between neighborhood merchants and their consumers from an alternative perspective to traditional approaches. Thus, a consumer is presented as a human being inserted in a social reality and not as a matter of simple exchange. The study was quantitative in nature, approached from the deductive and correlational method, for which a survey-type measurement instrument with a Likert scale was generated and validated that evaluated the relationship between variables. The reliability of the scale was measured using Cronbach’s Alpha, obtaining acceptable results for culture (a: 0.85) and relationship marketing (a: 0.93). The results indicate a positive relationship between culture and relationship marketing: trust (0.789; p < 0.00), commitment (0.658; p < 0.00), satisfaction (0.853; p < 0.00), and loyalty (0.753; p < 0.00), so that business relationships in a neighborhood store are based on cultural considerations established and maintained in constant interaction between participating members: shopkeepers, consumers, friends and relatives who attend it with some frequency, have these ties deep, since they have been appropriated through the performance of ceremonies and rites in which values, beliefs, mental representations, trust, commitment, satisfaction, and loyalty of the actors involved are implicit, giving vitality to the relationship between buyers and sellers, which they themselves call “socializing links”.\u0000AcknowledgmentThe authors thank the Universidad Surcolombiana and the Universidad del Norte for their support in the development of the research.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43381179","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 : 2023-08-10DOI: 10.21511/im.19(3).2023.07
Bharat Rai, Rewan Kumar Dahal, B. Ghimire
The study aimed to determine why consumers purchase smartphones. The paper examined product attributes, social factors, pricing, and brand image factors to assess how individuals purchase smartphones. The study was conducted in the Kathmandu Valley, the capital city of Nepal. The respondents of the study were smartphone users in the Kathmandu Valley. The study utilized positivist epistemology with predetermined hypotheses and a deductive approach with a single ontological foundation. The study employed a quantitative method. A questionnaire-based survey was conducted on a six-point Likert scale to obtain the primary data. The population for this study was comprised of Smartphone users, and a sample size of 398 was used. This study applied a convenient sampling technique and a causal research design. The effect of independent variables on consumer behavior was determined using structural equation modeling. The path analysis utilizing structural equation modeling demonstrated that product pricing (β = 0.21, p < 0.05), social factors (β = 0.37, p < 0.05), and brand image (β = 0.41, p < 0.05) significantly influence consumer behavior. In contrast, the product attribute has no significant impact (β = 0.05, p >0.05) on consumer behavior. The results provide future scholars and business executives with a road map to view the emerging context of market development.
{"title":"Factors affecting consumer behavior in Smartphone purchases in Nepal","authors":"Bharat Rai, Rewan Kumar Dahal, B. Ghimire","doi":"10.21511/im.19(3).2023.07","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.07","url":null,"abstract":"The study aimed to determine why consumers purchase smartphones. The paper examined product attributes, social factors, pricing, and brand image factors to assess how individuals purchase smartphones. The study was conducted in the Kathmandu Valley, the capital city of Nepal. The respondents of the study were smartphone users in the Kathmandu Valley. The study utilized positivist epistemology with predetermined hypotheses and a deductive approach with a single ontological foundation. The study employed a quantitative method. A questionnaire-based survey was conducted on a six-point Likert scale to obtain the primary data. The population for this study was comprised of Smartphone users, and a sample size of 398 was used. This study applied a convenient sampling technique and a causal research design. The effect of independent variables on consumer behavior was determined using structural equation modeling. The path analysis utilizing structural equation modeling demonstrated that product pricing (β = 0.21, p < 0.05), social factors (β = 0.37, p < 0.05), and brand image (β = 0.41, p < 0.05) significantly influence consumer behavior. In contrast, the product attribute has no significant impact (β = 0.05, p >0.05) on consumer behavior. The results provide future scholars and business executives with a road map to view the emerging context of market development.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44971020","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 : 2023-08-08DOI: 10.21511/im.19(3).2023.06
Pingxiu Li, Siti Hasnah Hassan
Generation Z makes up the largest proportion of the world’s population and owns active spending power. Born in the internet information age, they have diverse values and consumer behaviors compared to other cohorts of generations. While there has been a significant increase in research on the purchasing behavior of Generation Z in recent years, there are particularly few bibliometric studies in this field. This study aims to sort out the current research status on the purchasing behavior of Generation Z, identify the evolution of purchasing behavior research of Generation Z, determine key research hotspots, and explore future research directions and priority suggestions by analyzing the current literature. The bibliometric analysis is based on the citation information of 638 literature items about Generation Z purchasing behavior in the Scopus database. The results sort out the knowledge structure of the purchasing behavior domain of Generation Z and draw a visual map of the network. Four popular research themes are identified based on keyword co-occurrence analysis, namely the influencing factors of Generation Z consumption behavior, the comparative study with other generations of consumers, the analysis from the perspective of human demography, and the study of sustainable consumption behavior. Studies on Generation Z consumers’ spending habits from 2001 to 2022 may be divided into three stages related to the growth process of Generation Z. Future research should focus on the influence of social media on the purchasing behavior of Generation Z and the sustainability of their consumption patterns.
{"title":"Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer","authors":"Pingxiu Li, Siti Hasnah Hassan","doi":"10.21511/im.19(3).2023.06","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.06","url":null,"abstract":"Generation Z makes up the largest proportion of the world’s population and owns active spending power. Born in the internet information age, they have diverse values and consumer behaviors compared to other cohorts of generations. While there has been a significant increase in research on the purchasing behavior of Generation Z in recent years, there are particularly few bibliometric studies in this field. This study aims to sort out the current research status on the purchasing behavior of Generation Z, identify the evolution of purchasing behavior research of Generation Z, determine key research hotspots, and explore future research directions and priority suggestions by analyzing the current literature. The bibliometric analysis is based on the citation information of 638 literature items about Generation Z purchasing behavior in the Scopus database. The results sort out the knowledge structure of the purchasing behavior domain of Generation Z and draw a visual map of the network. Four popular research themes are identified based on keyword co-occurrence analysis, namely the influencing factors of Generation Z consumption behavior, the comparative study with other generations of consumers, the analysis from the perspective of human demography, and the study of sustainable consumption behavior. Studies on Generation Z consumers’ spending habits from 2001 to 2022 may be divided into three stages related to the growth process of Generation Z. Future research should focus on the influence of social media on the purchasing behavior of Generation Z and the sustainability of their consumption patterns.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48415907","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 : 2023-08-07DOI: 10.21511/im.19(3).2023.05
Dr Aisyah Rahmawati, Candidate, Professor Sucherly, Associate Professor Asep Mulyana
Umrah is one of the Muslim pilgrimage journeys to the holy city of Makkah. Many Umrah agents provide good services to attract customers. One of the crucial aspects for Umrah agents is service operation quality. The study aims to investigate the influence of service operations on the value, trust, and commitment of Umrah pilgrims in Jakarta, Indonesia. This paper uses a quantitative approach and employs SEM-PLS to analyze the data. Data were collected through an online questionnaire from 425 respondents. The respondents are Umrah pilgrims who performed their pilgrimage before 2019 through agents registered in Jakarta. However, only 370 responses qualified. The results show a strong relationship between service operations and customer value, trust, and commitment. There is also a relationship between customer value and customer commitment and between customer trust and customer commitment. Service operations also have an influence on commitment with trust as a mediator. However, service operations do not influence commitment when mediated by customer value. The practical implication of this study is that Umrah agents should increase their service operation, particularly information technology-based services, add Islamic and social values, and increase the cognitive commitment among customers.
{"title":"The influence of Umrah service operation on customer value, trust, and commitment","authors":"Dr Aisyah Rahmawati, Candidate, Professor Sucherly, Associate Professor Asep Mulyana","doi":"10.21511/im.19(3).2023.05","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.05","url":null,"abstract":"Umrah is one of the Muslim pilgrimage journeys to the holy city of Makkah. Many Umrah agents provide good services to attract customers. One of the crucial aspects for Umrah agents is service operation quality. The study aims to investigate the influence of service operations on the value, trust, and commitment of Umrah pilgrims in Jakarta, Indonesia. This paper uses a quantitative approach and employs SEM-PLS to analyze the data. Data were collected through an online questionnaire from 425 respondents. The respondents are Umrah pilgrims who performed their pilgrimage before 2019 through agents registered in Jakarta. However, only 370 responses qualified. The results show a strong relationship between service operations and customer value, trust, and commitment. There is also a relationship between customer value and customer commitment and between customer trust and customer commitment. Service operations also have an influence on commitment with trust as a mediator. However, service operations do not influence commitment when mediated by customer value. The practical implication of this study is that Umrah agents should increase their service operation, particularly information technology-based services, add Islamic and social values, and increase the cognitive commitment among customers.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41674568","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 : 2023-08-04DOI: 10.21511/im.19(3).2023.04
Thi Thuy An Ngo, P. Quach, Thanh Vinh Nguyen, Anh Duy Nguyen, Thi Minh Nguyet Nguyen
In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies. AcknowledgmentThe authors express a sincere gratitude to all the participants who generously took part in this research study.
{"title":"Short video marketing factors influencing the purchase intention of Generation Z in Vietnam","authors":"Thi Thuy An Ngo, P. Quach, Thanh Vinh Nguyen, Anh Duy Nguyen, Thi Minh Nguyet Nguyen","doi":"10.21511/im.19(3).2023.04","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.04","url":null,"abstract":"In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.\u0000AcknowledgmentThe authors express a sincere gratitude to all the participants who generously took part in this research study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41997641","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 : 2023-07-28DOI: 10.21511/im.19(3).2023.03
Fethi Klabi, Abdulrahim Meshari
This paper aims to explore the factors that drive brand love for Apple in Saudi Arabia, which have not been studied previously. The study utilized the PROCESS macro on SPSS with models 4 and 15 to analyze the data collected from Saudi Arabian consumers. The findings confirmed that self-image congruence has both a direct effect, which equals 0.429, and an indirect effect through price perception, amounting to 0.083, on brand love. This means consumers who perceive themselves as similar to the brand in terms of personality, values, and lifestyles are more likely to develop a strong affection for Apple. The study also revealed the negative moderation of prestige sensitivity in the relationship between self-image congruence and brand love. In fact, the effect of self-image congruence on brand love is significantly higher (0.504) among individuals displaying low prestige sensitivity compared to those exhibiting high prestige sensitivity (0.323). However, the results did not support the moderation of prestige sensitivity in the relationship between price perception and brand love. Overall, this paper contributes to the existing literature on brand love, self-image congruence, price perception, and prestige sensitivity. The findings provide valuable insights for marketers to develop effective strategies to enhance consumers’ emotional connection with their brands. By understanding the importance of self-image congruence and considering the role of prestige sensitivity, marketers can better tailor their marketing messages and branding efforts to appeal to Saudi Arabian consumers. This study highlights the importance of cultural differences in consumer behavior and provides a basis for future research. AcknowledgmentThe authors extend their appreciation to the Deanship of Scientific Research at King Khalid University for funding this paper through a large group Research Project under grant number RGP2/407/44.
{"title":"Factors influencing brand love: A case study of Apple in Saudi Arabia","authors":"Fethi Klabi, Abdulrahim Meshari","doi":"10.21511/im.19(3).2023.03","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.03","url":null,"abstract":"This paper aims to explore the factors that drive brand love for Apple in Saudi Arabia, which have not been studied previously. The study utilized the PROCESS macro on SPSS with models 4 and 15 to analyze the data collected from Saudi Arabian consumers. The findings confirmed that self-image congruence has both a direct effect, which equals 0.429, and an indirect effect through price perception, amounting to 0.083, on brand love. This means consumers who perceive themselves as similar to the brand in terms of personality, values, and lifestyles are more likely to develop a strong affection for Apple. The study also revealed the negative moderation of prestige sensitivity in the relationship between self-image congruence and brand love. In fact, the effect of self-image congruence on brand love is significantly higher (0.504) among individuals displaying low prestige sensitivity compared to those exhibiting high prestige sensitivity (0.323). However, the results did not support the moderation of prestige sensitivity in the relationship between price perception and brand love. Overall, this paper contributes to the existing literature on brand love, self-image congruence, price perception, and prestige sensitivity. The findings provide valuable insights for marketers to develop effective strategies to enhance consumers’ emotional connection with their brands. By understanding the importance of self-image congruence and considering the role of prestige sensitivity, marketers can better tailor their marketing messages and branding efforts to appeal to Saudi Arabian consumers. This study highlights the importance of cultural differences in consumer behavior and provides a basis for future research.\u0000AcknowledgmentThe authors extend their appreciation to the Deanship of Scientific Research at King Khalid University for funding this paper through a large group Research Project under grant number RGP2/407/44.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-07-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46944662","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 : 2023-07-14DOI: 10.21511/im.19(3).2023.02
Nada Saleh Badawi, Amani Ahmed Basif
Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth. The population of this study was consumers in Saudi Arabia who search about online reviews of luxury brands on social media platforms. This study used a convenience sampling technique. The research data were collected on-line from 277 luxury brand consumers in Saudi Arabia using a quantitative Likert-type survey. SPSS and Pearson’s correlation coefficient were used to examine the research hypotheses. The results of this study showed that brand equity and its components (brand image and brand awareness) have significant positive relationships with consumer attitude towards electronic word-of-mouth, as values of correlation coefficient were r = 0.440 and r = 0.396, respectively, at a significance level less than 0.01. Additionally, the results indicated that brand image and brand awareness have significant positive relationships with consumer intention to follow electronic word-of-mouth, as values of correlation coefficient were r = 0.336, r = 0.360, respectively, at a significance level less than 0.01. The findings of this study provide valuable theoretical and practical implications for managers and marketers in the luxury brand sector.
{"title":"The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia","authors":"Nada Saleh Badawi, Amani Ahmed Basif","doi":"10.21511/im.19(3).2023.02","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.02","url":null,"abstract":"Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth. The population of this study was consumers in Saudi Arabia who search about online reviews of luxury brands on social media platforms. This study used a convenience sampling technique. The research data were collected on-line from 277 luxury brand consumers in Saudi Arabia using a quantitative Likert-type survey. SPSS and Pearson’s correlation coefficient were used to examine the research hypotheses. The results of this study showed that brand equity and its components (brand image and brand awareness) have significant positive relationships with consumer attitude towards electronic word-of-mouth, as values of correlation coefficient were r = 0.440 and r = 0.396, respectively, at a significance level less than 0.01. Additionally, the results indicated that brand image and brand awareness have significant positive relationships with consumer intention to follow electronic word-of-mouth, as values of correlation coefficient were r = 0.336, r = 0.360, respectively, at a significance level less than 0.01. The findings of this study provide valuable theoretical and practical implications for managers and marketers in the luxury brand sector.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48286812","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 : 2023-07-04DOI: 10.21511/im.19(3).2023.01
Md. Atikur Rahaman, Rupali Dilip Taru, Aman Gupta, V. Prajapat, Emran Ahmed
This study aims to investigate the factors influencing consumers’ intention to adopt health fitness apps. The target population for this study were current users of health fitness apps. The data collection process was completed using a Google e-mail form with a cover letter for the convenience of customers, wherein 308 respondents were the final sample size. Data were collected from current members of health clubs and fitness centers in Dhaka, Bangladesh. Most of the respondents were males (56%, n = 308), whereas females were 44%, n = 134. Five-point Likert scale was used, where ‘1’ means ‘Strongly Disagree’ and ‘5’ ‘Strongly Agree’, to clarify the item-wise questionnaire. SPSS data analysis software for research purposes was used to evaluate the hypotheses. Cronbach Alpha (α) value was used to justify the reliability of the variables. Four items measure price value; perceived performance, health consciousness, facilitating condition, hedonic motivation are measured by two items; self-efficacy – by three. The results show that the selected six determinants positively and significantly affect consumers’ intention to use health fitness apps. Overall, these variables can explain 55.50% of the variance in predicting behavioral intentions to adopt health fitness apps. Furthermore, this results could provide significant clues to health fitness app developers that can severely influence users to adopt health fitness apps for their wellbeing.
{"title":"Determinants of health-conscious consumers’ intention to adopt fitness apps","authors":"Md. Atikur Rahaman, Rupali Dilip Taru, Aman Gupta, V. Prajapat, Emran Ahmed","doi":"10.21511/im.19(3).2023.01","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.01","url":null,"abstract":"This study aims to investigate the factors influencing consumers’ intention to adopt health fitness apps. The target population for this study were current users of health fitness apps. The data collection process was completed using a Google e-mail form with a cover letter for the convenience of customers, wherein 308 respondents were the final sample size. Data were collected from current members of health clubs and fitness centers in Dhaka, Bangladesh. Most of the respondents were males (56%, n = 308), whereas females were 44%, n = 134. Five-point Likert scale was used, where ‘1’ means ‘Strongly Disagree’ and ‘5’ ‘Strongly Agree’, to clarify the item-wise questionnaire. SPSS data analysis software for research purposes was used to evaluate the hypotheses. Cronbach Alpha (α) value was used to justify the reliability of the variables. Four items measure price value; perceived performance, health consciousness, facilitating condition, hedonic motivation are measured by two items; self-efficacy – by three. The results show that the selected six determinants positively and significantly affect consumers’ intention to use health fitness apps. Overall, these variables can explain 55.50% of the variance in predicting behavioral intentions to adopt health fitness apps. Furthermore, this results could provide significant clues to health fitness app developers that can severely influence users to adopt health fitness apps for their wellbeing.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46761523","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 : 2023-06-30DOI: 10.21511/im.19(2).2023.21
Omoneye Olufunke Olasanmi, Eghosa Godwin Inneh, Tajudeen John Ayoola, Lawrence Ogechukwu Obokoh, Chris Ehiobuche
This study aims to analyze digital marketing adoption among micro and small enterprises (MSEs) operating in Lagos State, Nigeria. This state was chosen because it was the worst hit by the COVID-19 pandemic regarding the reported number of infections and it has a large concentration of MSEs. There is no doubt that the COVID-19 pandemic brought changes to how businesses operate. It succeeded in pushing business owners into adopting new business strategies, all in the bid to adapt to the reality of the pandemic and the associated changes. The cross-sectional survey design was adopted; data were collected through an online survey of 240 MSEs operating in Lagos State. The results show no substantial increase in digital marketing adoption during the pandemic relative to the pre-pandemic era. The findings, however, reveal that digital marketing use differed significantly according to sector and size before and during the pandemic. No changes were found in digital marketing adoption in the information technology and finance sectors, while a decline in digital marketing adoption was reported in the hospitality sector. On the other hand, there was a rise in the use of digital marketing during the pandemic in the agriculture and manufacturing sectors. These findings provide an empirical managerial perspective establishing the link between reality and theoretical business underpinnings.
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