PurposeThis study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With the rapid proliferation of social media platforms, businesses have turned to these platforms to connect with consumers and influence their purchasing decisions. This study aims to provide an in-depth analysis of how social media communication strategies impact consumer attitudes and, in turn, influence purchase intentions.Design/methodology/approachThe study employs partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from a sample of consumers.FindingsThe results of this study present that lack of visibility (LV), low-efficiency levels (LEL) and unpredictable elements (UE) are ranked as the top three major risk hurdles whereas real-time information on a package’s location (LV1), putting a GPS tracking system to track last-mile journey (OT3) and users wants on time location of their package (LV2) are ranked as top three most significant criteria affecting the practices of modern last-mile logistics in e-commerce businesses.Research limitations/implicationsThe results of this study contribute to our understanding of how social media influences consumer behavior in the lifestyle product sector, shedding light on the underlying mechanisms that drive consumer purchasing decisions.Originality/valueBy constructing and testing experimentally a research model that reveals a thorough analysis of pertinent literature and identifies multiple important elements influencing consumer behavior in the lifestyle category, this paper adds to the body of knowledge on marketing. Practical ramifications for lifestyle firms are examined, along with suggestions for improving their social media tactics, in light of the findings.
{"title":"Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling","authors":"Sumanjeet Singh, Dhani Shanker Chaubey, Rohit Raj, Vimal Kumar, Minakshi Paliwal, Seema Mahlawat","doi":"10.1108/mip-11-2023-0626","DOIUrl":"https://doi.org/10.1108/mip-11-2023-0626","url":null,"abstract":"PurposeThis study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With the rapid proliferation of social media platforms, businesses have turned to these platforms to connect with consumers and influence their purchasing decisions. This study aims to provide an in-depth analysis of how social media communication strategies impact consumer attitudes and, in turn, influence purchase intentions.Design/methodology/approachThe study employs partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from a sample of consumers.FindingsThe results of this study present that lack of visibility (LV), low-efficiency levels (LEL) and unpredictable elements (UE) are ranked as the top three major risk hurdles whereas real-time information on a package’s location (LV1), putting a GPS tracking system to track last-mile journey (OT3) and users wants on time location of their package (LV2) are ranked as top three most significant criteria affecting the practices of modern last-mile logistics in e-commerce businesses.Research limitations/implicationsThe results of this study contribute to our understanding of how social media influences consumer behavior in the lifestyle product sector, shedding light on the underlying mechanisms that drive consumer purchasing decisions.Originality/valueBy constructing and testing experimentally a research model that reveals a thorough analysis of pertinent literature and identifies multiple important elements influencing consumer behavior in the lifestyle category, this paper adds to the body of knowledge on marketing. Practical ramifications for lifestyle firms are examined, along with suggestions for improving their social media tactics, in light of the findings.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"8 35","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919508","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}
PurposeThis study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With the rapid proliferation of social media platforms, businesses have turned to these platforms to connect with consumers and influence their purchasing decisions. This study aims to provide an in-depth analysis of how social media communication strategies impact consumer attitudes and, in turn, influence purchase intentions.Design/methodology/approachThe study employs partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from a sample of consumers.FindingsThe results of this study present that lack of visibility (LV), low-efficiency levels (LEL) and unpredictable elements (UE) are ranked as the top three major risk hurdles whereas real-time information on a package’s location (LV1), putting a GPS tracking system to track last-mile journey (OT3) and users wants on time location of their package (LV2) are ranked as top three most significant criteria affecting the practices of modern last-mile logistics in e-commerce businesses.Research limitations/implicationsThe results of this study contribute to our understanding of how social media influences consumer behavior in the lifestyle product sector, shedding light on the underlying mechanisms that drive consumer purchasing decisions.Originality/valueBy constructing and testing experimentally a research model that reveals a thorough analysis of pertinent literature and identifies multiple important elements influencing consumer behavior in the lifestyle category, this paper adds to the body of knowledge on marketing. Practical ramifications for lifestyle firms are examined, along with suggestions for improving their social media tactics, in light of the findings.
{"title":"Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling","authors":"Sumanjeet Singh, Dhani Shanker Chaubey, Rohit Raj, Vimal Kumar, Minakshi Paliwal, Seema Mahlawat","doi":"10.1108/mip-11-2023-0626","DOIUrl":"https://doi.org/10.1108/mip-11-2023-0626","url":null,"abstract":"PurposeThis study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With the rapid proliferation of social media platforms, businesses have turned to these platforms to connect with consumers and influence their purchasing decisions. This study aims to provide an in-depth analysis of how social media communication strategies impact consumer attitudes and, in turn, influence purchase intentions.Design/methodology/approachThe study employs partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from a sample of consumers.FindingsThe results of this study present that lack of visibility (LV), low-efficiency levels (LEL) and unpredictable elements (UE) are ranked as the top three major risk hurdles whereas real-time information on a package’s location (LV1), putting a GPS tracking system to track last-mile journey (OT3) and users wants on time location of their package (LV2) are ranked as top three most significant criteria affecting the practices of modern last-mile logistics in e-commerce businesses.Research limitations/implicationsThe results of this study contribute to our understanding of how social media influences consumer behavior in the lifestyle product sector, shedding light on the underlying mechanisms that drive consumer purchasing decisions.Originality/valueBy constructing and testing experimentally a research model that reveals a thorough analysis of pertinent literature and identifies multiple important elements influencing consumer behavior in the lifestyle category, this paper adds to the body of knowledge on marketing. Practical ramifications for lifestyle firms are examined, along with suggestions for improving their social media tactics, in light of the findings.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"29 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141918964","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 : 2024-07-12DOI: 10.1108/mip-01-2024-0049
Bilu Cheng, Siyu Hou
PurposeThe purpose of this study is to investigate the influence of brand equity on corporate financial performance across various institutional factors in China, encompassing macro (regional economic development and product market development), meso (industry uncertainty), and micro (CEO overseas experience) levels.Design/methodology/approachUsing archival data related to Chinese listed companies, this study employs standard error combined with fixed effect regression for model estimation to empirically evaluate the impact of brand equity on financial performance (Tobin’s q) and its boundary effects.FindingsThis study reveals that in China, the influence of brand equity on Tobin’s q isn’t significant. However, when considering institutional factors across various levels, its impact becomes significant. Specifically, the positive effect of brand equity on Tobin’s q in China is more pronounced in regions with higher economic or product market development, industries with high uncertainty, or when the CEO has overseas experience.Research limitations/implicationsThis study enriches the brand-related marketing literature in China and highlights the potential underperformance of brand equity within this context. Furthermore, this study advances the integration of resource-based view with institutional theory by combining brand equity with institutional factors at the macro-, meso-, and micro-level in China.Originality/valueThis study focuses on brand performance in China, the largest emerging market, emphasizing the importance of integrating brand equity with diverse institutional factors to amplify its beneficial influence on financial performance.
目的本研究旨在从宏观（区域经济发展和产品市场发展）、中观（行业不确定性）和微观（CEO 海外经历）三个层面，探讨品牌资产在中国不同制度因素下对企业财务绩效的影响。设计/方法/途径本研究利用中国上市公司的相关档案数据，采用标准误差结合固定效应回归进行模型估计，实证评估品牌资产对财务绩效（托宾 Q）的影响及其边界效应。研究结果本研究发现，在中国，品牌资产对托宾 Q 的影响并不显著。然而，当考虑不同层次的制度因素时，其影响变得显著。具体而言，在中国，品牌资产对托宾 Q 值的正向影响在经济或产品市场发展程度较高的地区、不确定性较高的行业或 CEO 具有海外经验时更为明显。此外，本研究通过将品牌资产与中国宏观、中观和微观层面的制度因素相结合，推进了基于资源的观点与制度理论的融合。原创性/价值本研究聚焦于中国这个最大的新兴市场的品牌绩效，强调了将品牌资产与各种制度因素相结合以扩大其对财务绩效的有利影响的重要性。
{"title":"Brand equity and financial performance: an institutional view","authors":"Bilu Cheng, Siyu Hou","doi":"10.1108/mip-01-2024-0049","DOIUrl":"https://doi.org/10.1108/mip-01-2024-0049","url":null,"abstract":"PurposeThe purpose of this study is to investigate the influence of brand equity on corporate financial performance across various institutional factors in China, encompassing macro (regional economic development and product market development), meso (industry uncertainty), and micro (CEO overseas experience) levels.Design/methodology/approachUsing archival data related to Chinese listed companies, this study employs standard error combined with fixed effect regression for model estimation to empirically evaluate the impact of brand equity on financial performance (Tobin’s q) and its boundary effects.FindingsThis study reveals that in China, the influence of brand equity on Tobin’s q isn’t significant. However, when considering institutional factors across various levels, its impact becomes significant. Specifically, the positive effect of brand equity on Tobin’s q in China is more pronounced in regions with higher economic or product market development, industries with high uncertainty, or when the CEO has overseas experience.Research limitations/implicationsThis study enriches the brand-related marketing literature in China and highlights the potential underperformance of brand equity within this context. Furthermore, this study advances the integration of resource-based view with institutional theory by combining brand equity with institutional factors at the macro-, meso-, and micro-level in China.Originality/valueThis study focuses on brand performance in China, the largest emerging market, emphasizing the importance of integrating brand equity with diverse institutional factors to amplify its beneficial influence on financial performance.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"19 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141655140","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 : 2024-06-17DOI: 10.1108/mip-07-2023-0372
Hasan Emin Gurler, Ramazan Erturgut
PurposeAlthough trade volumes in e-retailing have increased significantly in recent years, logistics service failures are inevitable, especially at the delivery stage. Therefore, it is essential to provide customers with effective recovery strategies to increase their satisfaction and repurchase intentions. There is a lack of empirical evidence on whether the response time or the discount offered in compensation is more crucial for customers. Therefore, this study aims to determine whether the response time or the discount offered for high and low criticality failures has a greater impact on customer satisfaction levels and repurchase intentions for female and male customers.Design/methodology/approachA scenario-based experimental design method has been adopted to collect data, and 697 participants aged 18 and 58 years have been reached. The research utilized a between-subjects design, incorporating three factors: gender (female vs male), criticality (high vs low) and compensation (7 days: 10% discount, 10 days: 20% discount and 14 days: 30% discount). Six scenarios depicting the failure of an online retailer were created, and factorial univariate ANOVA was conducted to test the hypotheses.FindingsThe study's results show that in terms of customer satisfaction, female customers attach more importance to the response time in the case of high criticality and the amount of discount offered in the case of low criticality. On the other hand, male customers give more importance to the response time in terms of customer satisfaction when they experience a high or low criticality failure. In the case of low criticality, response time is more important for male customers to increase their repurchase intentions, while the amount of the discount is more important for female customers.Originality/valueThe study demonstrates the relative importance of the response time and discount amount according to the criticality level of failures and to guide business managers in terms of the recovery strategies they will implement. It focuses on gender differences and determine whether the response time or discount amount is more important for male and female customers in high or low-criticality situations.
目的虽然近年来网络零售的交易量大幅增长，但物流服务故障在所难免，尤其是在交付阶段。因此，必须为顾客提供有效的补偿策略，以提高他们的满意度和再购买意愿。对于顾客来说，响应时间更重要还是提供的折扣补偿更重要，目前还缺乏实证证据。因此，本研究旨在确定高临界故障和低临界故障的响应时间或提供的折扣对女性和男性顾客的满意度水平和再购意向是否有更大的影响。设计/方法/途径采用基于情景的实验设计方法收集数据，共接触了 697 名年龄在 18 岁和 58 岁之间的参与者。研究采用了主体间设计，纳入了三个因素：性别（女性 vs 男性）、关键度（高 vs 低）和补偿（7 天：9 折、10 天：8 折和 14 天：7 折）。研究结果表明，在顾客满意度方面，女性顾客更重视高临界度情况下的响应时间和低临界度情况下的折扣金额。另一方面，男性顾客在遇到高危急性或低危急性故障时，在顾客满意度方面更看重响应时间。在低临界度的情况下，响应时间对男性顾客提高再次购买意愿更重要，而折扣金额对女性顾客更重要。 原创性/价值 该研究证明了响应时间和折扣金额在不同故障临界度下的相对重要性，并为企业管理者实施恢复策略提供指导。研究重点关注性别差异，并确定在高危或低危情况下，响应时间或折扣金额对男性和女性客户更重要。
{"title":"Logistics service failures and recovery strategies: is the response time or the discount amount more important?","authors":"Hasan Emin Gurler, Ramazan Erturgut","doi":"10.1108/mip-07-2023-0372","DOIUrl":"https://doi.org/10.1108/mip-07-2023-0372","url":null,"abstract":"PurposeAlthough trade volumes in e-retailing have increased significantly in recent years, logistics service failures are inevitable, especially at the delivery stage. Therefore, it is essential to provide customers with effective recovery strategies to increase their satisfaction and repurchase intentions. There is a lack of empirical evidence on whether the response time or the discount offered in compensation is more crucial for customers. Therefore, this study aims to determine whether the response time or the discount offered for high and low criticality failures has a greater impact on customer satisfaction levels and repurchase intentions for female and male customers.Design/methodology/approachA scenario-based experimental design method has been adopted to collect data, and 697 participants aged 18 and 58 years have been reached. The research utilized a between-subjects design, incorporating three factors: gender (female vs male), criticality (high vs low) and compensation (7 days: 10% discount, 10 days: 20% discount and 14 days: 30% discount). Six scenarios depicting the failure of an online retailer were created, and factorial univariate ANOVA was conducted to test the hypotheses.FindingsThe study's results show that in terms of customer satisfaction, female customers attach more importance to the response time in the case of high criticality and the amount of discount offered in the case of low criticality. On the other hand, male customers give more importance to the response time in terms of customer satisfaction when they experience a high or low criticality failure. In the case of low criticality, response time is more important for male customers to increase their repurchase intentions, while the amount of the discount is more important for female customers.Originality/valueThe study demonstrates the relative importance of the response time and discount amount according to the criticality level of failures and to guide business managers in terms of the recovery strategies they will implement. It focuses on gender differences and determine whether the response time or discount amount is more important for male and female customers in high or low-criticality situations.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"1 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335245","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 : 2024-06-17DOI: 10.1108/mip-10-2023-0521
Nirmalya Bandyopadhyay
PurposeThe study aimed to explore the differential impact of various types of sales promotion on consumers' variety-seeking behaviour and the roles of utilitarian and hedonic shopping motivations in promotion-induced variety-seeking. The study further assessed the moderation impact of risk-taking tendencies and deal proneness in the promotion-induced variety-seeking buying episodes.Design/methodology/approachBased on the temporality of gratification of promotional rewards (immediate/delayed) and the type of promotional rewards (monetary/non-monetary), we classified consumer sales promotions into four types (MI: Monetary/Immediate; NMI: Non-monetary/Immediate; MD: Monetary/Delayed and NMD: Non-monetary/Delayed). We conducted survey research across four major metro cities in India. We collected data from the buyers of two supermarket chains in four major metro cities of India and analyzed the data using SEM techniques.FindingsThe study’s findings revealed that only MI and NMI sales promotions lead to variety-seeking buying, whereas MD and NMD do not influence variety-seeking. The study further revealed that MI, NMI and NMD influence hedonic shopping motivations and play a role in variety-seeking buying episodes. NMD does not influence utilitarian shopping motivation or play a role in inducing variety-seeking buying behaviour.Originality/valueThe study is one of the very few studies that explored the differential impact of various types of sales promotions on variety-seeking buying behaviour. The study’s findings enable the retailer to devise promotional strategies to induce variety-seeking among the shoppers. Further, the findings of the instrumentality of CSP in inducing HSM may help the retailer create a promotional environment and induce the shopper (in a good mood) to buy more, thus improving store performance.
{"title":"Unveiling promotion-induced variety-seeking: the roles of various types of promotional rewards and shopping motivations","authors":"Nirmalya Bandyopadhyay","doi":"10.1108/mip-10-2023-0521","DOIUrl":"https://doi.org/10.1108/mip-10-2023-0521","url":null,"abstract":"PurposeThe study aimed to explore the differential impact of various types of sales promotion on consumers' variety-seeking behaviour and the roles of utilitarian and hedonic shopping motivations in promotion-induced variety-seeking. The study further assessed the moderation impact of risk-taking tendencies and deal proneness in the promotion-induced variety-seeking buying episodes.Design/methodology/approachBased on the temporality of gratification of promotional rewards (immediate/delayed) and the type of promotional rewards (monetary/non-monetary), we classified consumer sales promotions into four types (MI: Monetary/Immediate; NMI: Non-monetary/Immediate; MD: Monetary/Delayed and NMD: Non-monetary/Delayed). We conducted survey research across four major metro cities in India. We collected data from the buyers of two supermarket chains in four major metro cities of India and analyzed the data using SEM techniques.FindingsThe study’s findings revealed that only MI and NMI sales promotions lead to variety-seeking buying, whereas MD and NMD do not influence variety-seeking. The study further revealed that MI, NMI and NMD influence hedonic shopping motivations and play a role in variety-seeking buying episodes. NMD does not influence utilitarian shopping motivation or play a role in inducing variety-seeking buying behaviour.Originality/valueThe study is one of the very few studies that explored the differential impact of various types of sales promotions on variety-seeking buying behaviour. The study’s findings enable the retailer to devise promotional strategies to induce variety-seeking among the shoppers. Further, the findings of the instrumentality of CSP in inducing HSM may help the retailer create a promotional environment and induce the shopper (in a good mood) to buy more, thus improving store performance.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"9 30","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335205","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 : 2024-05-27DOI: 10.1108/mip-05-2023-0228
P. Vishwakarma
PurposeThe current work aims to understand the consumers’ adoption of electric vehicles (two-wheelers) from their value perspective by utilizing the value-based adoption model.Design/methodology/approachThe study considered data from 302 potential electric two-wheeler customers and tested the hypotheses using structural equation modeling.FindingsThe outcomes showed that perceived economic benefits, social image, enjoyable acceleration and enhanced fun and perceived environment (positively) and perceived physical safety risk, perceived cost of ownership and range and charging risk (negatively) influenced the customers’ perceived value linked with electric two-wheeler (ETW) adoption. Only low engine noise emission and infrastructure issues did not affect perceived value.Research limitations/implicationsMost of the respondents considered in the study were less than 35 years old. Hence, the model can be tested for other age groups.Practical implicationsThe study’s outcomes will help ETW marketers, manufacturing companies and governments (state and central) to provide a more convenient environment for electric two-wheelers' adoption and help them curate appropriate strategies.Originality/valueThe current work offers a better understanding of potential customers' ETW adoption by employing a value-based trade-off.
{"title":"Investigating consumers’ adoption of electric vehicles: a perceived value-based perspective","authors":"P. Vishwakarma","doi":"10.1108/mip-05-2023-0228","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0228","url":null,"abstract":"PurposeThe current work aims to understand the consumers’ adoption of electric vehicles (two-wheelers) from their value perspective by utilizing the value-based adoption model.Design/methodology/approachThe study considered data from 302 potential electric two-wheeler customers and tested the hypotheses using structural equation modeling.FindingsThe outcomes showed that perceived economic benefits, social image, enjoyable acceleration and enhanced fun and perceived environment (positively) and perceived physical safety risk, perceived cost of ownership and range and charging risk (negatively) influenced the customers’ perceived value linked with electric two-wheeler (ETW) adoption. Only low engine noise emission and infrastructure issues did not affect perceived value.Research limitations/implicationsMost of the respondents considered in the study were less than 35 years old. Hence, the model can be tested for other age groups.Practical implicationsThe study’s outcomes will help ETW marketers, manufacturing companies and governments (state and central) to provide a more convenient environment for electric two-wheelers' adoption and help them curate appropriate strategies.Originality/valueThe current work offers a better understanding of potential customers' ETW adoption by employing a value-based trade-off.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"44 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141098374","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 : 2024-05-21DOI: 10.1108/mip-04-2023-0145
Rajat Kumar Behera, P. Bala, Nirpendra P. Rana, R. Algharabat, Kumod Kumar
PurposeWith the advancement of digital transformation, it is important for e-retailers to use artificial intelligence (AI) for customer engagement (CE), as CE enables e-retail brands to succeed. Essentially, AI e-marketing (AIeMktg) is the use of AI technological approaches in e-marketing by blending customer data, and Retail 4.0 is the digitisation of the physical shopping experience. Therefore, in the era of Retail 4.0, this study investigates the factors influencing the use of AIeMktg for transforming CE.Design/methodology/approachThe primary data were collected from 305 e-retailer customers, and the analysis was performed using a quantitative methodology.FindingsThe results reveal that AIeMktg has tremendous applications in Retail 4.0 for CE. First, it enables marketers to swiftly and responsibly use data to anticipate and predict customer demands and to provide relevant personalised messages and offers with location-based e-marketing. Second, through a continuous feedback loop, AIeMktg improves offerings by analysing and incorporating insights from a 360-degree view of CE.Originality/valueThe main contribution of this study is to provide theoretical underpinnings of CE, AIeMktg, factors influencing the use of AIeMktg, and customer commitment in the era of Retail 4.0. Subsequently, it builds and validates structural relationships among such theoretical underpinning variables in transforming CE with AIeMktg, which is important for customers to expect a different type of shopping experience across digital channels.
{"title":"Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0","authors":"Rajat Kumar Behera, P. Bala, Nirpendra P. Rana, R. Algharabat, Kumod Kumar","doi":"10.1108/mip-04-2023-0145","DOIUrl":"https://doi.org/10.1108/mip-04-2023-0145","url":null,"abstract":"PurposeWith the advancement of digital transformation, it is important for e-retailers to use artificial intelligence (AI) for customer engagement (CE), as CE enables e-retail brands to succeed. Essentially, AI e-marketing (AIeMktg) is the use of AI technological approaches in e-marketing by blending customer data, and Retail 4.0 is the digitisation of the physical shopping experience. Therefore, in the era of Retail 4.0, this study investigates the factors influencing the use of AIeMktg for transforming CE.Design/methodology/approachThe primary data were collected from 305 e-retailer customers, and the analysis was performed using a quantitative methodology.FindingsThe results reveal that AIeMktg has tremendous applications in Retail 4.0 for CE. First, it enables marketers to swiftly and responsibly use data to anticipate and predict customer demands and to provide relevant personalised messages and offers with location-based e-marketing. Second, through a continuous feedback loop, AIeMktg improves offerings by analysing and incorporating insights from a 360-degree view of CE.Originality/valueThe main contribution of this study is to provide theoretical underpinnings of CE, AIeMktg, factors influencing the use of AIeMktg, and customer commitment in the era of Retail 4.0. Subsequently, it builds and validates structural relationships among such theoretical underpinning variables in transforming CE with AIeMktg, which is important for customers to expect a different type of shopping experience across digital channels.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"35 14","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141113576","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 : 2024-05-17DOI: 10.1108/mip-12-2023-0692
Daoqin Han, Yue Sun, Yuan Wen, Lixun Su, Jiayuan Tan
PurposeThe primary aim of this study is to resolve a longstanding debate concerning the impact of takeover premiums on post-acquisition performance. Specifically, we aim to examine how acquirers' marketing capabilities and payment methods moderate the relationship between takeover premiums and post-acquisition performance.Design/methodology/approachThis study employs linear regression to examine the relationship between acquirers' marketing capabilities, payment methods, takeover premiums and post-acquisition performance in the Chinese manufacturing industry. Data for the analysis were collected from both mergers and acquisition (M&A) announcements and the China Stock Market & Accounting Research Database (CSMAR), covering 1,169 acquisitions from 2012 to 2021.FindingsThe results indicate that acquirers' marketing capabilities moderate the impact of takeover premiums on post-acquisition performance. When acquirers possess strong marketing capabilities, takeover premiums increase post-acquisition performance. Conversely, when acquirers lack strong marketing capabilities, takeover premiums are not significantly related to post-acquisition performance. Additionally, it is noteworthy that takeover premiums show a positive correlation with post-acquisition performance, irrespective of the payment methods employed by acquirers for target firms.Originality/valueGiven that takeover premiums are essential for acquiring resources from target firms, it is crucial to maximize the value of these acquired resources. Our findings suggest that acquirers with weaker marketing capabilities before the deal should consider a more conservative approach to pricing target firms.
{"title":"Do takeover premiums hurt post-acquisition performance? – Marketing capabilities matter!","authors":"Daoqin Han, Yue Sun, Yuan Wen, Lixun Su, Jiayuan Tan","doi":"10.1108/mip-12-2023-0692","DOIUrl":"https://doi.org/10.1108/mip-12-2023-0692","url":null,"abstract":"PurposeThe primary aim of this study is to resolve a longstanding debate concerning the impact of takeover premiums on post-acquisition performance. Specifically, we aim to examine how acquirers' marketing capabilities and payment methods moderate the relationship between takeover premiums and post-acquisition performance.Design/methodology/approachThis study employs linear regression to examine the relationship between acquirers' marketing capabilities, payment methods, takeover premiums and post-acquisition performance in the Chinese manufacturing industry. Data for the analysis were collected from both mergers and acquisition (M&A) announcements and the China Stock Market & Accounting Research Database (CSMAR), covering 1,169 acquisitions from 2012 to 2021.FindingsThe results indicate that acquirers' marketing capabilities moderate the impact of takeover premiums on post-acquisition performance. When acquirers possess strong marketing capabilities, takeover premiums increase post-acquisition performance. Conversely, when acquirers lack strong marketing capabilities, takeover premiums are not significantly related to post-acquisition performance. Additionally, it is noteworthy that takeover premiums show a positive correlation with post-acquisition performance, irrespective of the payment methods employed by acquirers for target firms.Originality/valueGiven that takeover premiums are essential for acquiring resources from target firms, it is crucial to maximize the value of these acquired resources. Our findings suggest that acquirers with weaker marketing capabilities before the deal should consider a more conservative approach to pricing target firms.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"5 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140962408","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 : 2024-04-11DOI: 10.1108/mip-12-2022-0570
Feng Wang, Mingyue Yue, Quan Yuan, Rong Cao
PurposeThis research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role of image brightness.Design/methodology/approachDrawing on a deep learning analysis of 85,975 images on a social media platform in China, this study investigates visual complexity in FGC.FindingsThe results indicate that pixel-level complexity increases both the number of likes and shares. Object-level complexity has a U-shaped relationship with the number of likes, while it has an inverted U-shaped relationship with the number of shares. Moreover, image brightness mitigates the effect of pixel-level complexity on likes but amplifies the effect on shares; contrarily, it amplifies the effect of object-level complexity on likes, while mitigating its effect on shares.Originality/valueAlthough images play a critical role in FGC, visual data analytics has rarely been used in social media research. This study identified two types of visual complexity and investigated their differential effects. We discuss how the processing of information embedded in visual content influences consumer engagement. The findings enrich the literature on social media and visual marketing.
目的本研究探讨了企业生成内容（FGC）中像素级和对象级视觉复杂度对消费者参与度（点赞数和分享数）的不同影响，并进一步研究了图像亮度的调节作用。结果研究结果表明，像素级复杂度会增加点赞数和分享数。对象级复杂度与点赞数呈 U 型关系，而与分享数呈倒 U 型关系。此外，图像亮度减轻了像素级复杂性对点赞数的影响，但放大了对分享数的影响；相反，图像亮度放大了对象级复杂性对点赞数的影响，但减轻了对分享数的影响。本研究确定了两种类型的视觉复杂性，并调查了它们的不同影响。我们讨论了视觉内容中的信息处理如何影响消费者的参与度。研究结果丰富了有关社交媒体和视觉营销的文献。
{"title":"Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach","authors":"Feng Wang, Mingyue Yue, Quan Yuan, Rong Cao","doi":"10.1108/mip-12-2022-0570","DOIUrl":"https://doi.org/10.1108/mip-12-2022-0570","url":null,"abstract":"PurposeThis research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role of image brightness.Design/methodology/approachDrawing on a deep learning analysis of 85,975 images on a social media platform in China, this study investigates visual complexity in FGC.FindingsThe results indicate that pixel-level complexity increases both the number of likes and shares. Object-level complexity has a U-shaped relationship with the number of likes, while it has an inverted U-shaped relationship with the number of shares. Moreover, image brightness mitigates the effect of pixel-level complexity on likes but amplifies the effect on shares; contrarily, it amplifies the effect of object-level complexity on likes, while mitigating its effect on shares.Originality/valueAlthough images play a critical role in FGC, visual data analytics has rarely been used in social media research. This study identified two types of visual complexity and investigated their differential effects. We discuss how the processing of information embedded in visual content influences consumer engagement. The findings enrich the literature on social media and visual marketing.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"6 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140715921","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 : 2024-04-08DOI: 10.1108/mip-06-2023-0297
Ricky Y.K. Chan, Jianfu Shen, Louis T.W. Cheng, Jennifer W.M. Lai
PurposeThis study aims at proposing and testing a model delineating how and when the quality of a special B2B professional service, investment relations (IR), would drive corporate intangible value.Design/methodology/approachThis study employs a proprietary dataset on voting records of an annual investment relations (IR) awards event and the corresponding company-level archival data for analysis. Regression analysis is used to test hypotheses.FindingsIR service quality not only directly enhances corporate intangible value, but also indirectly boosts it via information transparency. While competitive intensity does not moderate the relationship between IR service quality and corporate intangible value, its moderating effect on the relationship between information transparency and this value is negative.Research limitations/implicationsThe findings advance academic understanding of the mechanism and boundary conditions underlying the complex and dynamic relationships among IR service quality, information transparency, corporate intangible value and competitive intensity. Future research endeavors to verify the present findings in other service and/or geographic settings would help establish their external validity.Practical implicationsThe findings advise companies to expand the traditional role of IR by taking it as a powerful communication and relationship marketing tool to improve their visibility and attract investors.Social implicationsThe findings suggest that superior IR service would strengthen the company’s social bonding with institutional investors and effectively signal to them its commitment to good corporate governance practices.Originality/valueMatching a proprietary dataset on IR voting records with the corresponding company-level archival data over a five-year period to investigate the performance implications of IR service quality within the Hong Kong context rectifies methodological limitation and geographic confinement of prior IR research.
{"title":"Impacts of investment relations service quality on corporate information transparency and intangible value: the moderating role of competitive intensity","authors":"Ricky Y.K. Chan, Jianfu Shen, Louis T.W. Cheng, Jennifer W.M. Lai","doi":"10.1108/mip-06-2023-0297","DOIUrl":"https://doi.org/10.1108/mip-06-2023-0297","url":null,"abstract":"PurposeThis study aims at proposing and testing a model delineating how and when the quality of a special B2B professional service, investment relations (IR), would drive corporate intangible value.Design/methodology/approachThis study employs a proprietary dataset on voting records of an annual investment relations (IR) awards event and the corresponding company-level archival data for analysis. Regression analysis is used to test hypotheses.FindingsIR service quality not only directly enhances corporate intangible value, but also indirectly boosts it via information transparency. While competitive intensity does not moderate the relationship between IR service quality and corporate intangible value, its moderating effect on the relationship between information transparency and this value is negative.Research limitations/implicationsThe findings advance academic understanding of the mechanism and boundary conditions underlying the complex and dynamic relationships among IR service quality, information transparency, corporate intangible value and competitive intensity. Future research endeavors to verify the present findings in other service and/or geographic settings would help establish their external validity.Practical implicationsThe findings advise companies to expand the traditional role of IR by taking it as a powerful communication and relationship marketing tool to improve their visibility and attract investors.Social implicationsThe findings suggest that superior IR service would strengthen the company’s social bonding with institutional investors and effectively signal to them its commitment to good corporate governance practices.Originality/valueMatching a proprietary dataset on IR voting records with the corresponding company-level archival data over a five-year period to investigate the performance implications of IR service quality within the Hong Kong context rectifies methodological limitation and geographic confinement of prior IR research.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"39 32","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140728029","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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