Pub Date : 2023-02-16DOI: 10.1108/mip-03-2022-0110
Nikoletta-Theofania Siamagka
PurposeThe purpose of this paper is to investigate the impact of two types of narcissism (rivalry and admiration) on consumer–brand forgiveness (CBF) following a brand transgression. This research also examines how narcissism interacts with transgression type to shape forgiveness intentions.Design/methodology/approachData were collected through an online survey of 634 UK consumers, focussing on two different types of transgressions (public vs private). The formulated hypotheses were tested through moderated mediation analysis.FindingsThe results highlight that only narcissistic rivalry (and not admiration) moderates the relationship between transgression type and blame attributions. Although the type of transgression seems to affect CBF, forgiveness levels do not vary across the two transgression types. Finally, as expected, blame attributions shape forgiveness intentions.Practical implicationsThe results of this research highlight that blame attributions are affected by the type of narcissism. Thus, identifying the type of narcissism will allow brands to allocate their resources more effectively in order to design recovery strategies that would promote CBF and restore brand trust.Originality/valueThe paper responds to calls for a better understanding of forgiveness through the use of personality traits and focusses on two dimensions of narcissism. This paper also uses a novel transgression typology, which is objective in nature. The results illustrate that narcissism has a differential role in shaping blame attributions and CBF.
{"title":"Explaining consumer–brand forgiveness through the lens of narcissism","authors":"Nikoletta-Theofania Siamagka","doi":"10.1108/mip-03-2022-0110","DOIUrl":"https://doi.org/10.1108/mip-03-2022-0110","url":null,"abstract":"PurposeThe purpose of this paper is to investigate the impact of two types of narcissism (rivalry and admiration) on consumer–brand forgiveness (CBF) following a brand transgression. This research also examines how narcissism interacts with transgression type to shape forgiveness intentions.Design/methodology/approachData were collected through an online survey of 634 UK consumers, focussing on two different types of transgressions (public vs private). The formulated hypotheses were tested through moderated mediation analysis.FindingsThe results highlight that only narcissistic rivalry (and not admiration) moderates the relationship between transgression type and blame attributions. Although the type of transgression seems to affect CBF, forgiveness levels do not vary across the two transgression types. Finally, as expected, blame attributions shape forgiveness intentions.Practical implicationsThe results of this research highlight that blame attributions are affected by the type of narcissism. Thus, identifying the type of narcissism will allow brands to allocate their resources more effectively in order to design recovery strategies that would promote CBF and restore brand trust.Originality/valueThe paper responds to calls for a better understanding of forgiveness through the use of personality traits and focusses on two dimensions of narcissism. This paper also uses a novel transgression typology, which is objective in nature. The results illustrate that narcissism has a differential role in shaping blame attributions and CBF.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134233001","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/mip-05-2022-0187
Swapnarag Swain, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Raiswa Saha, N. Gupta, R. Grover
PurposeThis study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.Design/methodology/approachThis study adopted a hybrid review method comprising structured literature review and lexicometric analysis.FindingsThis study examines the development of PM research over time in terms of contexts, methods and theories. Further, this review proposes a conceptual framework showing the relationships between the antecedents, mediators, moderator and consequences reported in the PM literature.Practical implicationsThis review gives critical insights for implementing permission-based marketing campaigns.Originality/valueThis systematic review synthesised literature on PM domain. Further, this study provides directions with respect to alternative theories, context, characteristics and methods to extend research on this domain.
{"title":"Permission marketing: a systematic review of 22 Years of research","authors":"Swapnarag Swain, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Raiswa Saha, N. Gupta, R. Grover","doi":"10.1108/mip-05-2022-0187","DOIUrl":"https://doi.org/10.1108/mip-05-2022-0187","url":null,"abstract":"PurposeThis study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.Design/methodology/approachThis study adopted a hybrid review method comprising structured literature review and lexicometric analysis.FindingsThis study examines the development of PM research over time in terms of contexts, methods and theories. Further, this review proposes a conceptual framework showing the relationships between the antecedents, mediators, moderator and consequences reported in the PM literature.Practical implicationsThis review gives critical insights for implementing permission-based marketing campaigns.Originality/valueThis systematic review synthesised literature on PM domain. Further, this study provides directions with respect to alternative theories, context, characteristics and methods to extend research on this domain.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121418291","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 : 2023-02-13DOI: 10.1108/mip-08-2022-0365
Shabnam Azimi, Y. Andonova
PurposeThis paper provides a framework of the indicators of the quality of text in online reviews and their influence on the perceived helpfulness of reviews. First, the authors assess the effects of concreteness, readability and credibility on review helpfulness. The authors then test whether these effects change, based on review valence and readers' personality traits (specifically, extraversion and neuroticism).Design/methodology/approachThe authors conducted an online experiment in the context of hotel reviews and tested our model using Generalized Estimating Equations (GEE).FindingsThe authors' findings indicate that consumers consider all three quality features – concreteness, readability and credibility when evaluating negative reviews. However, they assess positive reviews based only on how credible they seem to be. Consumers with the personality traits of neuroticism and extraversion value different review characteristics and this difference is dependent on review valence.Originality/valueTo the authors' knowledge, this is the first study to examine the interactions between review valence and reader personality on review helpfulness. The authors' findings make important contributions to the literature on information diagnosticity and offer managerial implications related to customizing the presentation order of reviews based on their expected helpfulness for individuals with extraverted and neurotic personalities.
{"title":"Did you find this review helpful?","authors":"Shabnam Azimi, Y. Andonova","doi":"10.1108/mip-08-2022-0365","DOIUrl":"https://doi.org/10.1108/mip-08-2022-0365","url":null,"abstract":"PurposeThis paper provides a framework of the indicators of the quality of text in online reviews and their influence on the perceived helpfulness of reviews. First, the authors assess the effects of concreteness, readability and credibility on review helpfulness. The authors then test whether these effects change, based on review valence and readers' personality traits (specifically, extraversion and neuroticism).Design/methodology/approachThe authors conducted an online experiment in the context of hotel reviews and tested our model using Generalized Estimating Equations (GEE).FindingsThe authors' findings indicate that consumers consider all three quality features – concreteness, readability and credibility when evaluating negative reviews. However, they assess positive reviews based only on how credible they seem to be. Consumers with the personality traits of neuroticism and extraversion value different review characteristics and this difference is dependent on review valence.Originality/valueTo the authors' knowledge, this is the first study to examine the interactions between review valence and reader personality on review helpfulness. The authors' findings make important contributions to the literature on information diagnosticity and offer managerial implications related to customizing the presentation order of reviews based on their expected helpfulness for individuals with extraverted and neurotic personalities.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126574442","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 : 2023-02-13DOI: 10.1108/mip-08-2022-0357
Costinel Dobre, Anca Milovan, Gheorghe Preda, R. Naghi
PurposeThis study aims to integrate the perspectives offered by TAM and related models, respectively, the theory of values, to examine the impact of branded mobile shopping apps perceived value dimensions on continuance and recommendation intention.Design/methodology/approachA quantitative research was conducted online on a sample of 459 Romanian consumers to investigate how various facets of the perceived value of mobile shopping apps of some fashion brands influence continuance intention and the intention to recommend mobile apps. Sample selection implied a mixed non-probability method, convenience sampling and snowballing method, and the research hypotheses were tested using structural equation modelling (SEM) and path analysis.FindingsThis study validates significant positive relationships between perceived ubiquity, app incentive, respectively, epistemic value of branded mobile shopping apps and continuance intention, and between perceived hedonic value, social value, continuance intention and the intention to recommend branded mobile apps.Originality/valueThe research provides a deeper understanding of the influence played by the perceived value of mobile shopping apps on the consumer post-purchase behaviour and takes into consideration the mediating role of continuance intention for the perceived value and recommendation intention relationship.
{"title":"Post-purchase behaviour triggers in branded mobile shopping apps","authors":"Costinel Dobre, Anca Milovan, Gheorghe Preda, R. Naghi","doi":"10.1108/mip-08-2022-0357","DOIUrl":"https://doi.org/10.1108/mip-08-2022-0357","url":null,"abstract":"PurposeThis study aims to integrate the perspectives offered by TAM and related models, respectively, the theory of values, to examine the impact of branded mobile shopping apps perceived value dimensions on continuance and recommendation intention.Design/methodology/approachA quantitative research was conducted online on a sample of 459 Romanian consumers to investigate how various facets of the perceived value of mobile shopping apps of some fashion brands influence continuance intention and the intention to recommend mobile apps. Sample selection implied a mixed non-probability method, convenience sampling and snowballing method, and the research hypotheses were tested using structural equation modelling (SEM) and path analysis.FindingsThis study validates significant positive relationships between perceived ubiquity, app incentive, respectively, epistemic value of branded mobile shopping apps and continuance intention, and between perceived hedonic value, social value, continuance intention and the intention to recommend branded mobile apps.Originality/valueThe research provides a deeper understanding of the influence played by the perceived value of mobile shopping apps on the consumer post-purchase behaviour and takes into consideration the mediating role of continuance intention for the perceived value and recommendation intention relationship.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"88 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115442809","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 : 2023-02-06DOI: 10.1108/mip-07-2022-0305
S. Rohden, C. Pizzutti
PurposeDiscrimination in the marketplace has recently received increasing attention in marketing discussions, especially related to service encounters. This research explores the effect of receiving lower (vs higher) financial compensation than someone perceived to be from an upper social class (vs lower) on consumer reactions after a service recovery situation.Design/methodology/approachTwo experimental studies with two different populations.FindingsIndividuals who receive less compensation than someone from a higher socioeconomic status tend to attribute differential treatment to discrimination. Both individuals who received less and who received higher compensation are willing to engage in negative word of mouth, however, only consumers who were discriminated against want to take revenge on the company.Originality/valuePrevious literature indicates that consumers' reactions after service problems are mediated by justice perceptions. This research offers a new perspective of social comparison in service recovery situations by considering the role of discrimination perceptions.
{"title":"Consumer discrimination in service recovery situations","authors":"S. Rohden, C. Pizzutti","doi":"10.1108/mip-07-2022-0305","DOIUrl":"https://doi.org/10.1108/mip-07-2022-0305","url":null,"abstract":"PurposeDiscrimination in the marketplace has recently received increasing attention in marketing discussions, especially related to service encounters. This research explores the effect of receiving lower (vs higher) financial compensation than someone perceived to be from an upper social class (vs lower) on consumer reactions after a service recovery situation.Design/methodology/approachTwo experimental studies with two different populations.FindingsIndividuals who receive less compensation than someone from a higher socioeconomic status tend to attribute differential treatment to discrimination. Both individuals who received less and who received higher compensation are willing to engage in negative word of mouth, however, only consumers who were discriminated against want to take revenge on the company.Originality/valuePrevious literature indicates that consumers' reactions after service problems are mediated by justice perceptions. This research offers a new perspective of social comparison in service recovery situations by considering the role of discrimination perceptions.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126813691","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 : 2023-01-30DOI: 10.1108/mip-07-2022-0314
Sushant Kumar, S. Prashar, Arunima Shah
PurposeMobile payment system (MPSs) apps are accepted as a faster, reliable and feasible substitute to conventional payment systems. However, the reception of MPS has been slower than expected despite their potential and initial reach. Limited studies have investigated factors that determine consumers' brand love (BRL) towards MPSs. This study investigates the role of MPS app characteristics on consumer emotions, continued use intentions (CUI) and BRL towards MPS apps.Design/methodology/approachThe theoretical underpinnings of stimulus organism behaviour consequence (SOBC) and pleasure arousal dominance (PAD) theory are utilized to conceptualize the research model. The model explains the drivers of MPS BRL. Innovativeness, perceived organization and entertainment are the stimuli. Emotion, conceptualized as the second-order construct derived from pleasure, arousal and dominance, is the organism. CUI is the behaviour exhibited, and BRL towards MPS is the consequence. A survey method is used to collect data from 317 MPS consumers, and the hypotheses are tested using a structural equation modelling approach.FindingsResults indicate that innovativeness, perceived organization and entertainment influence consumers' emotions, which affects their CUI. Emotions and CUI shape BRL. Results also show a significant mediating role of emotion and CUI.Originality/valueLimited studies have explored BRL for utility-driven apps like MPSs. The SOBC frameworks and PAD theory provide stronger explanatory powers to the complex interplay of variables that influence consumer perceptions and decisions regarding MPSs. The study provides several practical and theoretical insights into the role of emotions in the adoption of MPS apps, a hitherto understudied relationship in literature.
{"title":"Creating brand love for payment apps through emotions","authors":"Sushant Kumar, S. Prashar, Arunima Shah","doi":"10.1108/mip-07-2022-0314","DOIUrl":"https://doi.org/10.1108/mip-07-2022-0314","url":null,"abstract":"PurposeMobile payment system (MPSs) apps are accepted as a faster, reliable and feasible substitute to conventional payment systems. However, the reception of MPS has been slower than expected despite their potential and initial reach. Limited studies have investigated factors that determine consumers' brand love (BRL) towards MPSs. This study investigates the role of MPS app characteristics on consumer emotions, continued use intentions (CUI) and BRL towards MPS apps.Design/methodology/approachThe theoretical underpinnings of stimulus organism behaviour consequence (SOBC) and pleasure arousal dominance (PAD) theory are utilized to conceptualize the research model. The model explains the drivers of MPS BRL. Innovativeness, perceived organization and entertainment are the stimuli. Emotion, conceptualized as the second-order construct derived from pleasure, arousal and dominance, is the organism. CUI is the behaviour exhibited, and BRL towards MPS is the consequence. A survey method is used to collect data from 317 MPS consumers, and the hypotheses are tested using a structural equation modelling approach.FindingsResults indicate that innovativeness, perceived organization and entertainment influence consumers' emotions, which affects their CUI. Emotions and CUI shape BRL. Results also show a significant mediating role of emotion and CUI.Originality/valueLimited studies have explored BRL for utility-driven apps like MPSs. The SOBC frameworks and PAD theory provide stronger explanatory powers to the complex interplay of variables that influence consumer perceptions and decisions regarding MPSs. The study provides several practical and theoretical insights into the role of emotions in the adoption of MPS apps, a hitherto understudied relationship in literature.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115839457","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 : 2022-12-27DOI: 10.1108/mip-05-2022-0216
Mihir Kumar Kushwah, H. Srivastava
PurposeThis study examines the impact of the brand's corporate social responsibility (CSR) on consumers' brand experience and, in turn, consumers' intention of word-of-mouth (WoM). The study also investigates customer satisfaction with service recovery (CSATR) as a boundary condition for the proposed relationship.Design/methodology/approachThe study used a survey-based research design to test the conceptual model. A structured questionnaire was distributed to the participants through a survey link. A total of 276 valid responses were used and analysed using Smart PLS3, a structural equation modelling technique.FindingsResults of this study demonstrate that perceived CSR have a positive impact on brand experience which eventually affects the WoM intention. Also CSATR moderates the relationship between brand experience and WoM such that satisfaction (dissatisfaction) with service recovery enhances (reduces) the effect of brand experience on WoM.Practical implicationsManagers can use CSR as a communication tool to enhance consumers' brand experience and focus on service recovery as a successful service recovery can enhance WoM over and above CSR.Originality/valueTo the best of the authors' knowledge, this is the first study to demonstrate brand experience as a mediator of CSR and WoM from the lens of signalling theory. The study also tries to address the scepticism of the consumers related to WoM for a brand's CSR by incorporating the service aspect into the CSR.
{"title":"Decoding consumers' CSR scepticism: service recovery experience perspective","authors":"Mihir Kumar Kushwah, H. Srivastava","doi":"10.1108/mip-05-2022-0216","DOIUrl":"https://doi.org/10.1108/mip-05-2022-0216","url":null,"abstract":"PurposeThis study examines the impact of the brand's corporate social responsibility (CSR) on consumers' brand experience and, in turn, consumers' intention of word-of-mouth (WoM). The study also investigates customer satisfaction with service recovery (CSATR) as a boundary condition for the proposed relationship.Design/methodology/approachThe study used a survey-based research design to test the conceptual model. A structured questionnaire was distributed to the participants through a survey link. A total of 276 valid responses were used and analysed using Smart PLS3, a structural equation modelling technique.FindingsResults of this study demonstrate that perceived CSR have a positive impact on brand experience which eventually affects the WoM intention. Also CSATR moderates the relationship between brand experience and WoM such that satisfaction (dissatisfaction) with service recovery enhances (reduces) the effect of brand experience on WoM.Practical implicationsManagers can use CSR as a communication tool to enhance consumers' brand experience and focus on service recovery as a successful service recovery can enhance WoM over and above CSR.Originality/valueTo the best of the authors' knowledge, this is the first study to demonstrate brand experience as a mediator of CSR and WoM from the lens of signalling theory. The study also tries to address the scepticism of the consumers related to WoM for a brand's CSR by incorporating the service aspect into the CSR.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114910275","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 : 2022-12-15DOI: 10.1108/mip-06-2022-0266
Maria Ferrer-Estévez, R. Chalmeta
PurposeSustainable customer relationship management (SCRM) is a combination of business strategy, customer-oriented business processes and computer systems that seeks to integrate sustainability into customer relationship management. The purpose of this paper is to contribute to the body of knowledge of marketing, business management and computer systems research domains by classifying in research categories the current state of knowledge on SCRM, by analysing the major research streams and by identifying a future research agenda in each research category.Design/methodology/approachTo identify, select, collect, synthesise, analyse and evaluate all research published on SCRM, providing a complete insight in this research area, the PRISMA methodology, content analysis and bibliometric tools are used.FindingsIn total, 139 papers were analysed to assess the trend of the number of papers published and the number of citations of these papers; to identify the top contributing countries, authors, institutions and sources; to reveal the findings of the major research streams; to develop a classification framework composed by seven research categories (CRM as a key factor for enterprise sustainability, SCRM frameworks, SCRM computer tools and methods, case studies, SCRM and sustainable supply chain management, sustainable marketing and knowledge management) in which academics could expand SCRM research; and to establish future research challenges.Social implicationsThis paper have an important positive social and environmental impact for society because it will lead to an increase in the number of green and socially conscious customers with an ethical behavior, while also transforming business processes, products and services, making them more sustainable.Originality/valueCustomer relationship management in the age of sustainable development is an increasing research area. Nevertheless, to the authors' knowledge, there are no systematic literature reviews that identify the major research streams, develop a classification framework, analyse the evolution in this research field and propose a future research agenda.
{"title":"Sustainable customer relationship management","authors":"Maria Ferrer-Estévez, R. Chalmeta","doi":"10.1108/mip-06-2022-0266","DOIUrl":"https://doi.org/10.1108/mip-06-2022-0266","url":null,"abstract":"PurposeSustainable customer relationship management (SCRM) is a combination of business strategy, customer-oriented business processes and computer systems that seeks to integrate sustainability into customer relationship management. The purpose of this paper is to contribute to the body of knowledge of marketing, business management and computer systems research domains by classifying in research categories the current state of knowledge on SCRM, by analysing the major research streams and by identifying a future research agenda in each research category.Design/methodology/approachTo identify, select, collect, synthesise, analyse and evaluate all research published on SCRM, providing a complete insight in this research area, the PRISMA methodology, content analysis and bibliometric tools are used.FindingsIn total, 139 papers were analysed to assess the trend of the number of papers published and the number of citations of these papers; to identify the top contributing countries, authors, institutions and sources; to reveal the findings of the major research streams; to develop a classification framework composed by seven research categories (CRM as a key factor for enterprise sustainability, SCRM frameworks, SCRM computer tools and methods, case studies, SCRM and sustainable supply chain management, sustainable marketing and knowledge management) in which academics could expand SCRM research; and to establish future research challenges.Social implicationsThis paper have an important positive social and environmental impact for society because it will lead to an increase in the number of green and socially conscious customers with an ethical behavior, while also transforming business processes, products and services, making them more sustainable.Originality/valueCustomer relationship management in the age of sustainable development is an increasing research area. Nevertheless, to the authors' knowledge, there are no systematic literature reviews that identify the major research streams, develop a classification framework, analyse the evolution in this research field and propose a future research agenda.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"171 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132981482","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 : 2022-12-14DOI: 10.1108/mip-09-2022-0397
Ping-Che Yang, Kefang Li, Chunli Ji
PurposeThe purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement.Design/methodology/approachThe sample was drawn from integrated resort tourists who use WeChat to browse advertisements of Macau integrated resorts. A total of 221 valid questionnaires were collected after three weeks of data collection.FindingsResults showed that the hedonic value and utilitarian value of SMA have a significant positive impact on customer response through customer engagement with SMA respectively and media involvement moderates the mediating effect of customer engagement on SMA.Originality/valueThis study reveals the influence mechanism of social media advertising value on consumer response and pioneering attempts to highlight the moderated mediating effect of media involvement.
{"title":"How customers respond to social media advertising","authors":"Ping-Che Yang, Kefang Li, Chunli Ji","doi":"10.1108/mip-09-2022-0397","DOIUrl":"https://doi.org/10.1108/mip-09-2022-0397","url":null,"abstract":"PurposeThe purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement.Design/methodology/approachThe sample was drawn from integrated resort tourists who use WeChat to browse advertisements of Macau integrated resorts. A total of 221 valid questionnaires were collected after three weeks of data collection.FindingsResults showed that the hedonic value and utilitarian value of SMA have a significant positive impact on customer response through customer engagement with SMA respectively and media involvement moderates the mediating effect of customer engagement on SMA.Originality/valueThis study reveals the influence mechanism of social media advertising value on consumer response and pioneering attempts to highlight the moderated mediating effect of media involvement.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114942033","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 : 2022-10-28DOI: 10.1108/mip-04-2022-0156
R. Singh
PurposeThis study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines the commitment-trust theory, the source credibility, and the meaning transfer model.Design/methodology/approachThe proposed model uses online survey data from 855 participants. The data are analyzed using structural equation modeling. The relationship between celebrity credibility, commitment, and loyalty to the service provider is explored, with trust in the service provider acting as a mediator. The profession and gender of celebrities are considered moderators.FindingsTrust in service providers partially mediates the relationship between celebrity credibility, customer loyalty, and commitment. Moderation results across multiple groups show that male and sports celebrities are more persuasive in expertise, and customers find women and movie stars to be more effective endorsers in the attractiveness dimension.Research limitations/implicationsThis study focuses only on banking services with data collected from a single country to examine a celebrity’s role as a spokesperson.Practical implicationsConsidering the benefits of having a well-known celebrity as a spokesperson for financial services like banking is intriguing. Given the unique characteristics and significant perceived risk associated with financial services, marketers may consider hiring celebrity endorsers to increase tangibility and reduce risk.Originality/valueThe results of this study may provide a deeper understanding of the combined effect of celebrity credibility and trust in financial service providers, which provides tangibility and helps establish a strong customer relationship.
{"title":"Role of celebrity credibility on banking service providers","authors":"R. Singh","doi":"10.1108/mip-04-2022-0156","DOIUrl":"https://doi.org/10.1108/mip-04-2022-0156","url":null,"abstract":"PurposeThis study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines the commitment-trust theory, the source credibility, and the meaning transfer model.Design/methodology/approachThe proposed model uses online survey data from 855 participants. The data are analyzed using structural equation modeling. The relationship between celebrity credibility, commitment, and loyalty to the service provider is explored, with trust in the service provider acting as a mediator. The profession and gender of celebrities are considered moderators.FindingsTrust in service providers partially mediates the relationship between celebrity credibility, customer loyalty, and commitment. Moderation results across multiple groups show that male and sports celebrities are more persuasive in expertise, and customers find women and movie stars to be more effective endorsers in the attractiveness dimension.Research limitations/implicationsThis study focuses only on banking services with data collected from a single country to examine a celebrity’s role as a spokesperson.Practical implicationsConsidering the benefits of having a well-known celebrity as a spokesperson for financial services like banking is intriguing. Given the unique characteristics and significant perceived risk associated with financial services, marketers may consider hiring celebrity endorsers to increase tangibility and reduce risk.Originality/valueThe results of this study may provide a deeper understanding of the combined effect of celebrity credibility and trust in financial service providers, which provides tangibility and helps establish a strong customer relationship.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116098507","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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