Pub Date : 2024-02-15DOI: 10.1108/sjme-06-2023-0154
Hina Naz, Muhammad Kashif
Purpose Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share concentration and consumer manipulation. This paper explores these ethical concerns from a contemporary perspective, drawing on the experiences and perspectives of AI and predictive marketing professionals. This study aims to contribute to the field by providing a modern perspective on the ethical concerns of AI usage in predictive marketing, drawing on the experiences and perspectives of professionals in the area. Design/methodology/approach The study conducted semistructured interviews for 6 weeks with 14 participants experienced in AI-enabled systems for marketing, using purposive and snowball sampling techniques. Thematic analysis was used to explore themes emerging from the data. Findings Results reveal that using AI in marketing could lead to unintended consequences, such as perpetuating existing biases, violating customer privacy, limiting competition and manipulating consumer behavior. Originality/value The authors identify seven unique themes and benchmark them with Ashok’s model to provide a structured lens for interpreting the results. The framework presented by this research is unique and can be used to support ethical research spanning social, technological and economic aspects within the predictive marketing domain.
{"title":"Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective","authors":"Hina Naz, Muhammad Kashif","doi":"10.1108/sjme-06-2023-0154","DOIUrl":"https://doi.org/10.1108/sjme-06-2023-0154","url":null,"abstract":"Purpose\u0000Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share concentration and consumer manipulation. This paper explores these ethical concerns from a contemporary perspective, drawing on the experiences and perspectives of AI and predictive marketing professionals. This study aims to contribute to the field by providing a modern perspective on the ethical concerns of AI usage in predictive marketing, drawing on the experiences and perspectives of professionals in the area.\u0000\u0000Design/methodology/approach\u0000The study conducted semistructured interviews for 6 weeks with 14 participants experienced in AI-enabled systems for marketing, using purposive and snowball sampling techniques. Thematic analysis was used to explore themes emerging from the data.\u0000\u0000Findings\u0000Results reveal that using AI in marketing could lead to unintended consequences, such as perpetuating existing biases, violating customer privacy, limiting competition and manipulating consumer behavior.\u0000\u0000Originality/value\u0000The authors identify seven unique themes and benchmark them with Ashok’s model to provide a structured lens for interpreting the results. The framework presented by this research is unique and can be used to support ethical research spanning social, technological and economic aspects within the predictive marketing domain.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"50 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139775568","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 : 2024-02-15DOI: 10.1108/sjme-06-2023-0154
Hina Naz, Muhammad Kashif
Purpose Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share concentration and consumer manipulation. This paper explores these ethical concerns from a contemporary perspective, drawing on the experiences and perspectives of AI and predictive marketing professionals. This study aims to contribute to the field by providing a modern perspective on the ethical concerns of AI usage in predictive marketing, drawing on the experiences and perspectives of professionals in the area. Design/methodology/approach The study conducted semistructured interviews for 6 weeks with 14 participants experienced in AI-enabled systems for marketing, using purposive and snowball sampling techniques. Thematic analysis was used to explore themes emerging from the data. Findings Results reveal that using AI in marketing could lead to unintended consequences, such as perpetuating existing biases, violating customer privacy, limiting competition and manipulating consumer behavior. Originality/value The authors identify seven unique themes and benchmark them with Ashok’s model to provide a structured lens for interpreting the results. The framework presented by this research is unique and can be used to support ethical research spanning social, technological and economic aspects within the predictive marketing domain.
{"title":"Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective","authors":"Hina Naz, Muhammad Kashif","doi":"10.1108/sjme-06-2023-0154","DOIUrl":"https://doi.org/10.1108/sjme-06-2023-0154","url":null,"abstract":"Purpose\u0000Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share concentration and consumer manipulation. This paper explores these ethical concerns from a contemporary perspective, drawing on the experiences and perspectives of AI and predictive marketing professionals. This study aims to contribute to the field by providing a modern perspective on the ethical concerns of AI usage in predictive marketing, drawing on the experiences and perspectives of professionals in the area.\u0000\u0000Design/methodology/approach\u0000The study conducted semistructured interviews for 6 weeks with 14 participants experienced in AI-enabled systems for marketing, using purposive and snowball sampling techniques. Thematic analysis was used to explore themes emerging from the data.\u0000\u0000Findings\u0000Results reveal that using AI in marketing could lead to unintended consequences, such as perpetuating existing biases, violating customer privacy, limiting competition and manipulating consumer behavior.\u0000\u0000Originality/value\u0000The authors identify seven unique themes and benchmark them with Ashok’s model to provide a structured lens for interpreting the results. The framework presented by this research is unique and can be used to support ethical research spanning social, technological and economic aspects within the predictive marketing domain.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"942 ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139835377","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 : 2024-01-10DOI: 10.1108/sjme-01-2023-0024
Nikolina Palamidovska-Sterjadovska, Jana Prodanova, Anita Ciunova-Shuleska
Purpose Integrating the theory of consumption value into the stimulus-organism-response framework, this study aims to analyse the influence of external and internal factors on the customers’ perceptions of utilitarian, hedonic, social and epistemic values as drivers of the overall perceived value and customers’ continuance use of mobile banking (m-banking). Design/methodology/approach An online survey was conducted with 252 actual m-banking users, and the partial least squares structural equations modelling was applied to analyse the data. Findings The results reveal that ubiquity and gamification positively influence the perceived usefulness and entertainment, that is the utilitarian and hedonic perceived values. Furthermore, users’ self-congruence and innovativeness affect subjective norms and novelty-seeking, representing social and epistemic values. Except for the hedonic value, each value element impacts the overall perceived value, which in turn incites clients’ intention to continue using m-banking services. Originality/value By exploring the simultaneous effect of service-related and personal factors (stimuli) on different elements of perceived value (organism), this study contributes to the existing knowledge of consumption reactions (response) in the context of m-banking. The research of the Macedonian m-banking offers a closer insight into Western Balkan mobile commerce.
{"title":"Why do customers value m-banking apps? A stimulus-organism-response perspective","authors":"Nikolina Palamidovska-Sterjadovska, Jana Prodanova, Anita Ciunova-Shuleska","doi":"10.1108/sjme-01-2023-0024","DOIUrl":"https://doi.org/10.1108/sjme-01-2023-0024","url":null,"abstract":"\u0000Purpose\u0000Integrating the theory of consumption value into the stimulus-organism-response framework, this study aims to analyse the influence of external and internal factors on the customers’ perceptions of utilitarian, hedonic, social and epistemic values as drivers of the overall perceived value and customers’ continuance use of mobile banking (m-banking).\u0000\u0000Design/methodology/approach\u0000An online survey was conducted with 252 actual m-banking users, and the partial least squares structural equations modelling was applied to analyse the data.\u0000\u0000Findings\u0000The results reveal that ubiquity and gamification positively influence the perceived usefulness and entertainment, that is the utilitarian and hedonic perceived values. Furthermore, users’ self-congruence and innovativeness affect subjective norms and novelty-seeking, representing social and epistemic values. Except for the hedonic value, each value element impacts the overall perceived value, which in turn incites clients’ intention to continue using m-banking services.\u0000\u0000Originality/value\u0000By exploring the simultaneous effect of service-related and personal factors (stimuli) on different elements of perceived value (organism), this study contributes to the existing knowledge of consumption reactions (response) in the context of m-banking. The research of the Macedonian m-banking offers a closer insight into Western Balkan mobile commerce.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"5 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139439185","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 : 2024-01-10DOI: 10.1108/sjme-08-2022-0186
Pick-Soon Ling, Xin-Jean Lim, Lim-Jin Wong, Kelvin Yong Ming Lee
Purpose This study aims to investigate the key determinants predicting users’ behavioural intention (BI) in adopting mobile payment (m-payment) in the new normal era. Design/methodology/approach The mobile technology acceptance model (MTAM) was extended through attitudes, perceived trust, perceived risk and personal innovativeness (PI) with government support (GS) functioning as a moderator. A total of 245 valid responses were gathered from Malaysian m-payment users with purposive sampling and subsequently evaluated through partial least square-structural equation modelling. Findings Mobile usefulness and PI significantly predicted user BI to use m-payment. Based on the moderation analysis, GS strengthened attitude-based impacts on BI towards m-payment adoption. Practical implications The empirical outcomes provide stakeholders with pivotal implications to develop holistic policies and strategies that potentially catalyse m-payment usage in the new normal era. Originality/value This research expands the current body of knowledge by assessing the factors impacting m-payment usage intention in the new normal era. The four aforementioned MTAM elements and GS (moderator) were recommended to boost model workability and offer novel evidence from a distinct viewpoint.
设计/方法/途径通过态度、感知信任、感知风险和个人创新性（PI）以及政府支持（GS）作为调节因素，扩展了移动技术接受模型（MTAM）。通过有目的的抽样，从马来西亚移动支付用户中收集了 245 份有效问卷，随后通过偏最小二乘法结构方程模型对问卷进行了评估。基于调节分析，GS 加强了基于态度的 BI 对采用移动支付的影响。原创性/价值这项研究通过评估新常态时代移动支付使用意向的影响因素，扩展了现有的知识体系。研究推荐了上述四个 MTAM 要素和 GS（调节器），以提高模型的可操作性，并从一个独特的视角提供了新的证据。
{"title":"Thank you, government! Your support facilitated my intention to use mobile payment in the new normal era","authors":"Pick-Soon Ling, Xin-Jean Lim, Lim-Jin Wong, Kelvin Yong Ming Lee","doi":"10.1108/sjme-08-2022-0186","DOIUrl":"https://doi.org/10.1108/sjme-08-2022-0186","url":null,"abstract":"Purpose\u0000This study aims to investigate the key determinants predicting users’ behavioural intention (BI) in adopting mobile payment (m-payment) in the new normal era.\u0000\u0000Design/methodology/approach\u0000The mobile technology acceptance model (MTAM) was extended through attitudes, perceived trust, perceived risk and personal innovativeness (PI) with government support (GS) functioning as a moderator. A total of 245 valid responses were gathered from Malaysian m-payment users with purposive sampling and subsequently evaluated through partial least square-structural equation modelling.\u0000\u0000Findings\u0000Mobile usefulness and PI significantly predicted user BI to use m-payment. Based on the moderation analysis, GS strengthened attitude-based impacts on BI towards m-payment adoption.\u0000\u0000Practical implications\u0000The empirical outcomes provide stakeholders with pivotal implications to develop holistic policies and strategies that potentially catalyse m-payment usage in the new normal era.\u0000\u0000Originality/value\u0000This research expands the current body of knowledge by assessing the factors impacting m-payment usage intention in the new normal era. The four aforementioned MTAM elements and GS (moderator) were recommended to boost model workability and offer novel evidence from a distinct viewpoint.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"14 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139439729","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 : 2024-01-10DOI: 10.1108/sjme-04-2023-0086
Sandra Maria Correia Loureiro, Aihoor Aleem, Mike Breazeale
Purpose This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous consumption and the mediating role of attitude between mass versus niche cool brand and brand love; and analyze whether results are stable when categorizing the luxury brands as niche versus mass cool brand. Design/methodology/approach Study 1 uses a panel sample to establish the mediating role of attitude toward the brand between perceptions of brand coolness and brand loyalty. Study 2 is an experimental survey study to describe the moderating role of conspicuous consumption on the relationship between mass/niche brand coolness and brand love and between mass/niche coolness and attitude toward the brand. Study 3 is a conjoint analysis that delineates the distinct factors that consumers attribute to mass versus niche cool brands in the luxury fashion arena. Findings This study demonstrates that attitudes mediate the relationship between brand coolness and brand loyalty. Conspicuous consumption only moderates the relationship between brand coolness and attitudes in the case of niche cool brands. In a realistic field experiment, the authors confirm the mediating impact of attitude and the moderating influence of conspicuous consumption. The authors also attempt to provide coolness dimensions that tend to be more associated with mass luxury brands and those more related to niche luxury brands. Originality/value These studies provide a fresh look at the concept of brand coolness, mass and niche cool brands in the context of luxury fashion brands.
{"title":"Luxury fashion brand coolness: niche versus mass cool","authors":"Sandra Maria Correia Loureiro, Aihoor Aleem, Mike Breazeale","doi":"10.1108/sjme-04-2023-0086","DOIUrl":"https://doi.org/10.1108/sjme-04-2023-0086","url":null,"abstract":"\u0000Purpose\u0000This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous consumption and the mediating role of attitude between mass versus niche cool brand and brand love; and analyze whether results are stable when categorizing the luxury brands as niche versus mass cool brand.\u0000\u0000\u0000Design/methodology/approach\u0000Study 1 uses a panel sample to establish the mediating role of attitude toward the brand between perceptions of brand coolness and brand loyalty. Study 2 is an experimental survey study to describe the moderating role of conspicuous consumption on the relationship between mass/niche brand coolness and brand love and between mass/niche coolness and attitude toward the brand. Study 3 is a conjoint analysis that delineates the distinct factors that consumers attribute to mass versus niche cool brands in the luxury fashion arena.\u0000\u0000\u0000Findings\u0000This study demonstrates that attitudes mediate the relationship between brand coolness and brand loyalty. Conspicuous consumption only moderates the relationship between brand coolness and attitudes in the case of niche cool brands. In a realistic field experiment, the authors confirm the mediating impact of attitude and the moderating influence of conspicuous consumption. The authors also attempt to provide coolness dimensions that tend to be more associated with mass luxury brands and those more related to niche luxury brands.\u0000\u0000\u0000Originality/value\u0000These studies provide a fresh look at the concept of brand coolness, mass and niche cool brands in the context of luxury fashion brands.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"4 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139439914","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 : 2023-12-29DOI: 10.1108/sjme-12-2022-0252
Thuy Dam Luong Hoang, Ha Thu Nguyen, Dung Tri Vu, Anh Thi Tu Le
Purpose This study aims to examine the role of mindfulness in promoting customers’ purchase intentions, especially with the mediation effects of perceived ease of use and perceived usefulness toward online ride-hailing services. As such, several recommendations for ride-hailing service providers and researchers are suggested for better implementation in a practical and theoretical context. Design/methodology/approach The data collection process is carried out online during the period of February 2022 to March 2022, with a sample of 237 respondents being analyzed by the covariance-based structural equation modeling approach. Findings First of all, mindfulness had a direct influence on perceived ease of use and perceived usefulness, as well as an indirect influence on purchase intention through the mediation role of perceived usefulness. Besides, perceived usefulness is found to have a positive influence on the customer’s purchase intention, while perceived ease of use positively affects both perceived usefulness and intention. Research limitations/implications This study just ends with customers’ intentions to adopt ride-hailing services; nevertheless, the actual behavior has not been examined. Further research might consider actual usage as a dependent factor when investigating the topic of ride-hailing services. Originality/value This study is notably different from the existing literature by filling the literature gap on the role of mindfulness in promoting customers’ purchase intentions toward ride-hailing services.
{"title":"The role of mindfulness in promoting purchase intention","authors":"Thuy Dam Luong Hoang, Ha Thu Nguyen, Dung Tri Vu, Anh Thi Tu Le","doi":"10.1108/sjme-12-2022-0252","DOIUrl":"https://doi.org/10.1108/sjme-12-2022-0252","url":null,"abstract":"Purpose This study aims to examine the role of mindfulness in promoting customers’ purchase intentions, especially with the mediation effects of perceived ease of use and perceived usefulness toward online ride-hailing services. As such, several recommendations for ride-hailing service providers and researchers are suggested for better implementation in a practical and theoretical context. Design/methodology/approach The data collection process is carried out online during the period of February 2022 to March 2022, with a sample of 237 respondents being analyzed by the covariance-based structural equation modeling approach. Findings First of all, mindfulness had a direct influence on perceived ease of use and perceived usefulness, as well as an indirect influence on purchase intention through the mediation role of perceived usefulness. Besides, perceived usefulness is found to have a positive influence on the customer’s purchase intention, while perceived ease of use positively affects both perceived usefulness and intention. Research limitations/implications This study just ends with customers’ intentions to adopt ride-hailing services; nevertheless, the actual behavior has not been examined. Further research might consider actual usage as a dependent factor when investigating the topic of ride-hailing services. Originality/value This study is notably different from the existing literature by filling the literature gap on the role of mindfulness in promoting customers’ purchase intentions toward ride-hailing services.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"230 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139145526","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 : 2023-12-29DOI: 10.1108/sjme-11-2022-0239
Bushra Sajid, Sadia Cheema, R. Rather
Purpose Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior. Design/methodology/approach The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis. Findings Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement. Research limitations/implications Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors. Practical implications This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior. Originality/value Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.
{"title":"Consumer-based retailer equity and retail patronage behaviors: interaction effect of involvement","authors":"Bushra Sajid, Sadia Cheema, R. Rather","doi":"10.1108/sjme-11-2022-0239","DOIUrl":"https://doi.org/10.1108/sjme-11-2022-0239","url":null,"abstract":"Purpose Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior. Design/methodology/approach The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis. Findings Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement. Research limitations/implications Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors. Practical implications This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior. Originality/value Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"62 s228","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139146157","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}
Purpose This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome (information). The authors also aim to determine the extent to which the perceived usefulness of VAs improves the perceived privacy associated with their use and increases users’ intention to continue using them. Consumer technology innovativeness is included as a personal trait moderator, to compare the results between tech and nontech innovators. For this purpose, the authors use the framework of the uses and gratifications theory (U>). Design/methodology/approach A survey of 467 VA users was conducted and structural equation modeling was used to analyze the data. Findings The authors identify two main determinants of the perceived usefulness of VAs that influence users’ intention to continue using this technology, process quality and outcome quality. These two factors influence the continued use of VAs in different ways depending on the technology innovativeness of the consumers. The results show that tech innovators are oriented toward the interactive experience, and therefore, mainly value the process quality. In addition, nontech innovators are oriented toward a satisfactory response from VAs, and therefore, primarily value the outcome quality. In addition, the positive effect of perceived usefulness on perceived privacy is higher for tech innovators. Originality/value This study enhances the literature on the perceived usefulness of VAs within the framework of U>. It identifies two antecedents (process quality and outcome quality) of perceived usefulness and observes significant differences based on technological innovativeness.
{"title":"Impact of process and outcome quality on intention for continued use of voice assistants","authors":"Álvaro Saavedra, Raquel Chocarro, Mónica Cortiñas, Natalia Rubio","doi":"10.1108/sjme-12-2022-0251","DOIUrl":"https://doi.org/10.1108/sjme-12-2022-0251","url":null,"abstract":"Purpose\u0000This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome (information). The authors also aim to determine the extent to which the perceived usefulness of VAs improves the perceived privacy associated with their use and increases users’ intention to continue using them. Consumer technology innovativeness is included as a personal trait moderator, to compare the results between tech and nontech innovators. For this purpose, the authors use the framework of the uses and gratifications theory (U>).\u0000\u0000Design/methodology/approach\u0000A survey of 467 VA users was conducted and structural equation modeling was used to analyze the data.\u0000\u0000Findings\u0000The authors identify two main determinants of the perceived usefulness of VAs that influence users’ intention to continue using this technology, process quality and outcome quality. These two factors influence the continued use of VAs in different ways depending on the technology innovativeness of the consumers. The results show that tech innovators are oriented toward the interactive experience, and therefore, mainly value the process quality. In addition, nontech innovators are oriented toward a satisfactory response from VAs, and therefore, primarily value the outcome quality. In addition, the positive effect of perceived usefulness on perceived privacy is higher for tech innovators.\u0000\u0000Originality/value\u0000This study enhances the literature on the perceived usefulness of VAs within the framework of U>. It identifies two antecedents (process quality and outcome quality) of perceived usefulness and observes significant differences based on technological innovativeness.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"50 23","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138593906","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 : 2023-12-05DOI: 10.1108/sjme-10-2022-0221
Ricardo Ramos, Paulo Rita, Celeste Vong
Purpose This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions. Design/methodology/approach The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis. Findings The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline. Research limitations/implications The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field. Practical implications Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers. Originality/value To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.
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Pub Date : 2023-11-28DOI: 10.1108/sjme-03-2023-0073
Muhammad Talha, Zonaib Tahir, Iqra Mehroush
Purpose The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement. Design/methodology/approach This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire. Findings The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE. Practical implications The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism. Originality/value Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.
目的 本研究旨在评估源外观（SA）和自我影响者一致性（SIC）对移动广告视觉内容（VC）和客户参与（CE）之间关系的中介效应。 设计/方法/途径 本研究采用定量方法检验基于刺激-组织-反应（SOR）理论提出的模型。研究采用非概率目的性抽样技术，通过自填问卷的方式向巴基斯坦移动用户收集数据。 研究结果 研究结果证明，仅靠 VC 并不能引起移动用户的参与。在这方面，SA 是关键，其重要性相对高于 SIC。此外，SA 和 SIC 对 CE 的串联中介效应表明，有吸引力的信息源可能会诱发更高的 SIC 和随后的 CE。 实践意义 研究结果表明，如果没有令人愉悦的SA和积极的SIC，手机用户就会认为广告具有刺激性或干扰性而跳过广告。移动广告的成本可能相对较低，但广告主应了解广告效果对减少移动广告疑虑的重要意义。 独创性/价值 广告主可以通过在其虚拟传播中同时解决SA和SIC问题来提高用户在移动设备上的参与度。之前还没有人评估过SA和SIC对CE的综合影响。此外，本研究还使用了SOR机制来研究CE。
{"title":"Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising","authors":"Muhammad Talha, Zonaib Tahir, Iqra Mehroush","doi":"10.1108/sjme-03-2023-0073","DOIUrl":"https://doi.org/10.1108/sjme-03-2023-0073","url":null,"abstract":"Purpose The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement. Design/methodology/approach This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire. Findings The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE. Practical implications The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism. Originality/value Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139224268","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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