Pub Date : 2023-07-11DOI: 10.1108/sjme-09-2022-0201
G. Prakash, Pankaj Singh, Anees Ahmad, G. Kumar
Purpose The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention. Design/methodology/approach A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model. Findings The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products. Originality/value The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.
{"title":"Trust, convenience and environmental concern in consumer purchase intention for organic food","authors":"G. Prakash, Pankaj Singh, Anees Ahmad, G. Kumar","doi":"10.1108/sjme-09-2022-0201","DOIUrl":"https://doi.org/10.1108/sjme-09-2022-0201","url":null,"abstract":"Purpose\u0000The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention.\u0000\u0000Design/methodology/approach\u0000A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model.\u0000\u0000Findings\u0000The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products.\u0000\u0000Originality/value\u0000The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89260922","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 : 2023-07-11DOI: 10.1108/sjme-11-2022-0236
Aline Simonetti, E. Bigné
Purpose The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner recognition. Design/methodology/approach The authors used a within-subjects design where 100 participants performed two tasks – reading a news and finding where to click next – on a Web page containing three banner ads embedded into the website content. The authors gathered behavioral and eye-tracking data. Findings Consumers disregard banner ads when they are performing a focused task (reading news). Visual attention paid to the banners while reading – but not while free browsing – and banner location do not impact ad clicking. In addition, it is not necessary to pay full attention to a banner ad to be able to recognize it afterward. Practical implications The strategy of embedding banners in the main content of a Web page leads to higher visual attention when consumers are browsing a Web page compared to a focused task (e.g. reading). It also increases ad recognition over time compared to benchmark levels for ads placed in traditional positions. Originality/value Previous studies mainly assessed effectiveness of banners located at the top or lateral of a Web page. The authors used eye tracking as an objective measure of visual attention to banner ads embedded in Web page content and behavioral metrics to assess ad interest and measured ad recognition over time.
{"title":"Does banner advertising still capture attention? An eye-tracking study","authors":"Aline Simonetti, E. Bigné","doi":"10.1108/sjme-11-2022-0236","DOIUrl":"https://doi.org/10.1108/sjme-11-2022-0236","url":null,"abstract":"Purpose\u0000The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner recognition.\u0000\u0000Design/methodology/approach\u0000The authors used a within-subjects design where 100 participants performed two tasks – reading a news and finding where to click next – on a Web page containing three banner ads embedded into the website content. The authors gathered behavioral and eye-tracking data.\u0000\u0000Findings\u0000Consumers disregard banner ads when they are performing a focused task (reading news). Visual attention paid to the banners while reading – but not while free browsing – and banner location do not impact ad clicking. In addition, it is not necessary to pay full attention to a banner ad to be able to recognize it afterward.\u0000\u0000Practical implications\u0000The strategy of embedding banners in the main content of a Web page leads to higher visual attention when consumers are browsing a Web page compared to a focused task (e.g. reading). It also increases ad recognition over time compared to benchmark levels for ads placed in traditional positions.\u0000\u0000Originality/value\u0000Previous studies mainly assessed effectiveness of banners located at the top or lateral of a Web page. The authors used eye tracking as an objective measure of visual attention to banner ads embedded in Web page content and behavioral metrics to assess ad interest and measured ad recognition over time.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"10 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72899601","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 : 2023-07-11DOI: 10.1108/sjme-07-2022-0159
O. Saoula, A. Shamim, N. Mohd Suki, M. Ahmad, M. Abid, Ataul Karim Patwary, A. Z. Abbasi
Purpose This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping. Design/methodology/approach By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context. Findings The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use. Research limitations/implications Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context. Originality/value This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.
{"title":"Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use","authors":"O. Saoula, A. Shamim, N. Mohd Suki, M. Ahmad, M. Abid, Ataul Karim Patwary, A. Z. Abbasi","doi":"10.1108/sjme-07-2022-0159","DOIUrl":"https://doi.org/10.1108/sjme-07-2022-0159","url":null,"abstract":"Purpose\u0000This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online shopping.\u0000\u0000Design/methodology/approach\u0000By using deductive approach, quantitative methods and purposive sampling technique, this study has collected the data from 295 young online customers to enhance an understanding of website design, reliability and perceived ease of use in an online shopping context.\u0000\u0000Findings\u0000The findings revealed interesting insights where reliability is the most significant predictor of customer e-trust in online shopping, followed by perceived ease of use and website design. In addition, a significant mediating effect of e-trust is found between customer e-retention, website design, reliability and perceived ease of use.\u0000\u0000Research limitations/implications\u0000Future research is recommended to predict the antecedents of online engagement motivational factors with value co-creation and co-creation experience in online shopping context.\u0000\u0000Originality/value\u0000This study offers fresh insights about driving elements and impediments of online customer retention. Customer engagement comprising of website design, reliability and perceived ease of use appear to influence the online customer retention through direct and indirect effect.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"43 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78552650","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 : 2023-06-15DOI: 10.1108/sjme-06-2022-0131
Chiara Hübscher, S. Hensel-Börner, J. Henseler
Purpose Given the pressing global challenges underpinning the United Nations’ Sustainable Development Goals, marketing managers can no longer focus only on purely economic outcomes but must simultaneously respond to social and environmental concerns. This requires the teaching of new competencies in marketing education, as also reflected in today’s accreditation requirements for business schools. Therefore, this paper aims to explore how current research into marketing education incorporates sustainable development. Design/methodology/approach Through a bibliometric literature review – examining 71 publications using the bibliographic coupling method – the current research front in marketing education is analysed. Findings This paper identifies seven trending topics in marketing education research that both highlight a currently prevalent sustainability gap in marketing education research and – when combined into a framework – help marketing education researchers and educators to address this gap. Originality/value This paper extends the already established concept of education for sustainable development to include the concept of marketing education for sustainable development (MESD) for the first time. The MESD framework combines its raison d’être with guidance on how sustainable development should be taught and what the learning objectives should be for future marketing managers.
{"title":"Marketing education for sustainable development","authors":"Chiara Hübscher, S. Hensel-Börner, J. Henseler","doi":"10.1108/sjme-06-2022-0131","DOIUrl":"https://doi.org/10.1108/sjme-06-2022-0131","url":null,"abstract":"Purpose Given the pressing global challenges underpinning the United Nations’ Sustainable Development Goals, marketing managers can no longer focus only on purely economic outcomes but must simultaneously respond to social and environmental concerns. This requires the teaching of new competencies in marketing education, as also reflected in today’s accreditation requirements for business schools. Therefore, this paper aims to explore how current research into marketing education incorporates sustainable development. Design/methodology/approach Through a bibliometric literature review – examining 71 publications using the bibliographic coupling method – the current research front in marketing education is analysed. Findings This paper identifies seven trending topics in marketing education research that both highlight a currently prevalent sustainability gap in marketing education research and – when combined into a framework – help marketing education researchers and educators to address this gap. Originality/value This paper extends the already established concept of education for sustainable development to include the concept of marketing education for sustainable development (MESD) for the first time. The MESD framework combines its raison d’être with guidance on how sustainable development should be taught and what the learning objectives should be for future marketing managers.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"215 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72434141","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 : 2023-06-12DOI: 10.1108/sjme-02-2022-0015
B. Burhanudin
Purpose Quality of life is a concern of banking customers, but it has received little attention in studies conducted within the banking context. This study aims to investigate the influence of mindfulness on customers’ quality of life and the mediating role of service value, satisfaction and loyalty to the company in this relationship. Design/methodology/approach Three hundred banking customers participated in the survey. In this study, partial least square structural equation modeling (PLS-SEM) was used to test the relationship between the variables. Then, complementary methods were used to assess the robustness of the PLS-SEM results. Findings In this study, it was found that mindfulness directly influences service value, satisfaction and quality of life. Service value was also found to directly influence satisfaction. Satisfaction directly influences loyalty to the company. In addition, loyalty to the company, but not satisfaction, directly influences quality of life. However, this study did not find any evidence that service value, satisfaction and loyalty to the company mediate the influence of mindfulness on quality of life. Practical implications Banking marketing managers need to ensure that their customers have an impressive moment-to-moment experience with the services provided to support improving their quality of life. Originality/value The findings help to advance the understanding of how banks can improve their customers’ quality of life while maintaining the well-being of other stakeholders.
{"title":"Mindfulness and banking customers’ quality of life","authors":"B. Burhanudin","doi":"10.1108/sjme-02-2022-0015","DOIUrl":"https://doi.org/10.1108/sjme-02-2022-0015","url":null,"abstract":"Purpose\u0000Quality of life is a concern of banking customers, but it has received little attention in studies conducted within the banking context. This study aims to investigate the influence of mindfulness on customers’ quality of life and the mediating role of service value, satisfaction and loyalty to the company in this relationship.\u0000\u0000Design/methodology/approach\u0000Three hundred banking customers participated in the survey. In this study, partial least square structural equation modeling (PLS-SEM) was used to test the relationship between the variables. Then, complementary methods were used to assess the robustness of the PLS-SEM results.\u0000\u0000Findings\u0000In this study, it was found that mindfulness directly influences service value, satisfaction and quality of life. Service value was also found to directly influence satisfaction. Satisfaction directly influences loyalty to the company. In addition, loyalty to the company, but not satisfaction, directly influences quality of life. However, this study did not find any evidence that service value, satisfaction and loyalty to the company mediate the influence of mindfulness on quality of life.\u0000\u0000Practical implications\u0000Banking marketing managers need to ensure that their customers have an impressive moment-to-moment experience with the services provided to support improving their quality of life.\u0000\u0000Originality/value\u0000The findings help to advance the understanding of how banks can improve their customers’ quality of life while maintaining the well-being of other stakeholders.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"10 20 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82876974","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 : 2023-06-07DOI: 10.1108/sjme-07-2022-0153
Generoso Branca, Vittoria Marino, R. Resciniti
Purpose This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda. Design/methodology/approach A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles. Findings Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework. Research limitations/implications The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration. Originality/value The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment.
本文旨在回顾关于虚拟现实(VR)中消费者对产品评价的现有文献，提供该领域的准确概述，系统化迄今为止发展的知识，确定研究差距并提出未来的研究议程。设计/方法/方法在Scopus和Web of Science上进行了系统的文献综述，最终得到31篇文章。研究结果确定了四个主题，并根据研究结果和理论、背景、特征、方法框架提出了详细的研究议程。研究限制/影响提供正式的纳入和排除标准可能会导致在考虑的数据集中没有索引的其他潜在相关文章。本文重点介绍了产品在VR中的感知方式、消费者的反应、VR与其他条件相比的独特性以及VR作为产品测试环境。据作者所知，这篇论文似乎是第一个只关注消费者如何评估VR产品的系统综述。研究结果为未来的研究方向提出了广泛的建议，可以扩大VR在营销中的知识。实际意义涉及使用VR来设计产品策略，并作为测试和原型环境。
{"title":"How do consumers evaluate products in virtual reality? A literature review for a research agenda","authors":"Generoso Branca, Vittoria Marino, R. Resciniti","doi":"10.1108/sjme-07-2022-0153","DOIUrl":"https://doi.org/10.1108/sjme-07-2022-0153","url":null,"abstract":"Purpose\u0000This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda.\u0000\u0000Design/methodology/approach\u0000A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles.\u0000\u0000Findings\u0000Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework.\u0000\u0000Research limitations/implications\u0000The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration.\u0000\u0000Originality/value\u0000The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"47 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88568324","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 : 2023-05-25DOI: 10.1108/sjme-02-2022-0018
Laura Hernández-López, S. del Barrio-García, M. B. Prados-Peña
Purpose This study aims to examine the process of value co-creation (VCC) on digital ecotourism platforms and the role of perceived platform usefulness and user participation behavior in that process. The study also seeks to determine the extent to which the typology of the ecotourist moderates VCC. Design/methodology/approach A total of 420 users of a digital ecotourism platform participated in a study analyzing the factors that influence VCC. A mediation, moderation and conditional process analysis was used to test the proposed hypotheses. A K-means cluster analysis was also used to classify the ecotourists into four groups. Findings The results show that perceived platform usefulness has a strong influence on the generation of VCC and also on user participation behavior. In turn, user participation behavior is an important driver of VCC. This study also highlights the moderating role of the ecotourist typology in the formation of VCC on these digital platforms. Practical implications This study offers managers of digital ecotourism platforms a means to identify and motivate those ecotourists with the necessary skills and characteristics to become true co-creators of value. Originality/value This study contributes to the existing knowledge on how value is co-created on digital ecotourism platforms, confirming the important antecedent role of perceived platform usefulness and user participation behavior, as well as the moderating role of ecotourist typology.
{"title":"How do ecotourists co-create value on digital platforms? The moderating role of ecotourist typology","authors":"Laura Hernández-López, S. del Barrio-García, M. B. Prados-Peña","doi":"10.1108/sjme-02-2022-0018","DOIUrl":"https://doi.org/10.1108/sjme-02-2022-0018","url":null,"abstract":"Purpose\u0000This study aims to examine the process of value co-creation (VCC) on digital ecotourism platforms and the role of perceived platform usefulness and user participation behavior in that process. The study also seeks to determine the extent to which the typology of the ecotourist moderates VCC.\u0000\u0000Design/methodology/approach\u0000A total of 420 users of a digital ecotourism platform participated in a study analyzing the factors that influence VCC. A mediation, moderation and conditional process analysis was used to test the proposed hypotheses. A K-means cluster analysis was also used to classify the ecotourists into four groups.\u0000\u0000Findings\u0000The results show that perceived platform usefulness has a strong influence on the generation of VCC and also on user participation behavior. In turn, user participation behavior is an important driver of VCC. This study also highlights the moderating role of the ecotourist typology in the formation of VCC on these digital platforms.\u0000\u0000Practical implications\u0000This study offers managers of digital ecotourism platforms a means to identify and motivate those ecotourists with the necessary skills and characteristics to become true co-creators of value.\u0000\u0000Originality/value\u0000This study contributes to the existing knowledge on how value is co-created on digital ecotourism platforms, confirming the important antecedent role of perceived platform usefulness and user participation behavior, as well as the moderating role of ecotourist typology.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"33 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82207525","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 : 2023-05-17DOI: 10.1108/sjme-07-2022-0161
A. Z. Abbasi, Muhammad Asif, A. Shamim, D. Ting, R. Rather
Purpose The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment). Design/methodology/approach Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0. Findings The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment). Originality/value This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.
{"title":"Engagement and consumption behavior of eSports gamers","authors":"A. Z. Abbasi, Muhammad Asif, A. Shamim, D. Ting, R. Rather","doi":"10.1108/sjme-07-2022-0161","DOIUrl":"https://doi.org/10.1108/sjme-07-2022-0161","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment).\u0000\u0000\u0000Design/methodology/approach\u0000Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0.\u0000\u0000\u0000Findings\u0000The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment).\u0000\u0000\u0000Originality/value\u0000This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"3 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90757434","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 : 2023-03-06DOI: 10.1108/sjme-02-2022-0022
Mariafrancesca Sicilia, Mariola Palazón
Purpose This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the perspective of employees. Design/methodology/approach Data were collected through 231 face-to-face questionnaires completed by frontline employees in shopping centers. A structural equation modeling approach was applied to test the proposed hypotheses. Findings The results highlight the importance of integration efforts as external stimuli for enhancing employees’ perceptions about customer engagement behavior. Findings extend the stimulus-organism-response model by predicting responses that go beyond employees’ behavior to predict customer engagement behavior. Results also confirm the mediating role of attitudes toward marketing communications and synergy realization in the proposed model. Practical implications Retailers should integrate their multiple channels and operate consistently and in coordination through them to develop employees’ perceptions about customer engagement behavior. Managers should regularly collect information from their employees as they represent an important touchpoint in omnichannel retailing. Originality/value There is a gap in the omnichannel retailing literature regarding how integration efforts at a communication level may complement integration efforts at a channel level for developing customer engagement. This study addresses this gap by adopting a novel perspective using frontline employees as a source of information for assessing customer engagement behavior. It extends knowledge about how customer engagement behavior may be developed and strengthened from the employees’ point of view.
{"title":"Developing customer engagement through communication consistency and channel coordination","authors":"Mariafrancesca Sicilia, Mariola Palazón","doi":"10.1108/sjme-02-2022-0022","DOIUrl":"https://doi.org/10.1108/sjme-02-2022-0022","url":null,"abstract":"\u0000Purpose\u0000This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the perspective of employees.\u0000\u0000Design/methodology/approach\u0000Data were collected through 231 face-to-face questionnaires completed by frontline employees in shopping centers. A structural equation modeling approach was applied to test the proposed hypotheses.\u0000\u0000Findings\u0000The results highlight the importance of integration efforts as external stimuli for enhancing employees’ perceptions about customer engagement behavior. Findings extend the stimulus-organism-response model by predicting responses that go beyond employees’ behavior to predict customer engagement behavior. Results also confirm the mediating role of attitudes toward marketing communications and synergy realization in the proposed model.\u0000\u0000Practical implications\u0000Retailers should integrate their multiple channels and operate consistently and in coordination through them to develop employees’ perceptions about customer engagement behavior. Managers should regularly collect information from their employees as they represent an important touchpoint in omnichannel retailing.\u0000\u0000Originality/value\u0000There is a gap in the omnichannel retailing literature regarding how integration efforts at a communication level may complement integration efforts at a channel level for developing customer engagement. This study addresses this gap by adopting a novel perspective using frontline employees as a source of information for assessing customer engagement behavior. It extends knowledge about how customer engagement behavior may be developed and strengthened from the employees’ point of view.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"7 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73269283","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 : 2023-02-14DOI: 10.1108/sjme-11-2022-0225
D. Marikyan, E. Pantano, Daniele Scarpi
Purpose Long sales periods (i.e. Christmas time, Black Friday, etc.) and the risk of contagion while shopping (i.e. during pandemics like COVID-19) showed the extent to which crowded shopping environments have negative effects on consumers’ behavior. Hence, using terror management theory (TMT) and stimulus–organism–response (S–O–R) approach, the authors aims to develop a new model to investigate the effect of crowd-checking technology on shopping anxiety, the perceived value of shopping experience and willingness to pay. Design/methodology/approach Using a cross-sectional research design and with a help of an independent research company, the authors collected 1,000 valid responses from individuals residing in the UK. Findings Results showed that crowd-checking technology cues reduce shopping anxiety, improve value perceptions and increase willingness to pay. In addition, the efficacy of technology in reducing shopping anxiety is moderated by customers’ shopping orientation. Originality/value To the best of the authors’ knowledge, this research is the first one investigating crowd monitoring systems used at the initial stage of consumers’ journey to show the number of consumers in-store in real-time. It contributes to the literature on technology applications in retailing by providing evidence that technology cues reduce shopping anxiety, which in turn enhances customer-perceived value from the shopping experience and increases the willingness to pay in stores with embedded crowd-checker technology. The study also extends the application of TMT in a new context.
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