Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.
{"title":"Factors Affecting the Behavioural Intentions of Indian Millennials","authors":"Samantak Chakraborty, M. Azam, Sana","doi":"10.4018/ijom.306975","DOIUrl":"https://doi.org/10.4018/ijom.306975","url":null,"abstract":"Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"5 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73052985","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 : 2021-11-30DOI: 10.1007/978-3-658-35369-8_1
R. Kreutzer
{"title":"Instruments, Success Factors and Goals of Online Marketing","authors":"R. Kreutzer","doi":"10.1007/978-3-658-35369-8_1","DOIUrl":"https://doi.org/10.1007/978-3-658-35369-8_1","url":null,"abstract":"","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"88 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76849790","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}
Traditionally, celebrities advertised the brands on mass media, and this influenced the purchase of the brands. The usage of smart phones and the penetration of internet have resulted in the advertisement of brands by micro celebrities. This study would help us to understand the influence of micro celebrities on purchase intention of brands and would also study the mediating effect of brand engagement in self-concept and brand expected value. The study was conducted among 205 followers of Indian micro celebrities in social media platforms such as YouTube, Instagram, and Facebook. The followers for the study were selected based on the snowball sampling technique. The results revealed that the perceived influence of micro celebrities had influence on brand engagement in self-concept, brand expected value, and purchase intention. The study highlighted that micro celebrities suggest brands to followers which leads to greater connection to the brand and the attractiveness of the brand increases which in turn would lead to recommendation of the brand by the followers.
{"title":"Microcelebrities","authors":"B. Thomas","doi":"10.4018/ijom.2021070104","DOIUrl":"https://doi.org/10.4018/ijom.2021070104","url":null,"abstract":"Traditionally, celebrities advertised the brands on mass media, and this influenced the purchase of the brands. The usage of smart phones and the penetration of internet have resulted in the advertisement of brands by micro celebrities. This study would help us to understand the influence of micro celebrities on purchase intention of brands and would also study the mediating effect of brand engagement in self-concept and brand expected value. The study was conducted among 205 followers of Indian micro celebrities in social media platforms such as YouTube, Instagram, and Facebook. The followers for the study were selected based on the snowball sampling technique. The results revealed that the perceived influence of micro celebrities had influence on brand engagement in self-concept, brand expected value, and purchase intention. The study highlighted that micro celebrities suggest brands to followers which leads to greater connection to the brand and the attractiveness of the brand increases which in turn would lead to recommendation of the brand by the followers.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88082193","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}
Online shopping in the Arab world countries including Saudi Arabia is still very immature in relation to online shopping in developed and/or western countries. However, online shopping data and available statistics illustrate a very good growing trend in online shopping in KSA. This paper aims to develop a framework to understand and evaluate consumers' attitudes towards online shopping in Saudi Arabia. The paper start by examining the different factors affecting consumer attitudes towards online shopping in related literature, then it examines the literature related to consumers' attitudes towards online shopping in Saudi Arabia. Finally, and based on the results of the literature, it develops a framework to understand and evaluate consumers' attitudes towards online shopping in Saudi Arabia. The paper also provides direction for future research in the field.
{"title":"Saudi Consumers Attitudes Towards Online Shopping: An Attempt Towards Building Online Shopping Framework in KSA","authors":"Raja Yahya Alsharief","doi":"10.4018/IJOM.2017010102","DOIUrl":"https://doi.org/10.4018/IJOM.2017010102","url":null,"abstract":"Online shopping in the Arab world countries including Saudi Arabia is still very immature in relation to online shopping in developed and/or western countries. However, online shopping data and available statistics illustrate a very good growing trend in online shopping in KSA. This paper aims to develop a framework to understand and evaluate consumers' attitudes towards online shopping in Saudi Arabia. The paper start by examining the different factors affecting consumer attitudes towards online shopping in related literature, then it examines the literature related to consumers' attitudes towards online shopping in Saudi Arabia. Finally, and based on the results of the literature, it develops a framework to understand and evaluate consumers' attitudes towards online shopping in Saudi Arabia. The paper also provides direction for future research in the field.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"28 1","pages":"16-36"},"PeriodicalIF":1.1,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78521831","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}
This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive online marketing spending volatility, by the level of online marketing spending, by the responsiveness of own online marketing spending, and by competitive reactivity. The author develops hypotheses about the influence of these variables on revenue and cash-flow volatility that are rooted in online market response theory. Based on a broad sample of 99 pharmaceutical brands in four clinical categories in India, the author tests these hypotheses and assess the magnitude of the different sources of online marketing-induced performance volatility. The results support our hypotheses and demonstrate that effective online marketing may incur negative financial side effects such as greater financing costs or higher opportunity costs of cash holdings. Thus, common volatility-increasing online marketing practices such as advertising pulsing are effective at the top-line, but may turn out to be ineffective at the bottom-line.
{"title":"Online Marketing Induced Performance Volatility","authors":"Manoj Kumar","doi":"10.4018/IJOM.2017010103","DOIUrl":"https://doi.org/10.4018/IJOM.2017010103","url":null,"abstract":"This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive online marketing spending volatility, by the level of online marketing spending, by the responsiveness of own online marketing spending, and by competitive reactivity. The author develops hypotheses about the influence of these variables on revenue and cash-flow volatility that are rooted in online market response theory. Based on a broad sample of 99 pharmaceutical brands in four clinical categories in India, the author tests these hypotheses and assess the magnitude of the different sources of online marketing-induced performance volatility. The results support our hypotheses and demonstrate that effective online marketing may incur negative financial side effects such as greater financing costs or higher opportunity costs of cash holdings. Thus, common volatility-increasing online marketing practices such as advertising pulsing are effective at the top-line, but may turn out to be ineffective at the bottom-line.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"19 1","pages":"37-63"},"PeriodicalIF":1.1,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91012846","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 : 2016-12-01DOI: 10.5455/IJOMR.2016245117
P. Ephraim
The strongest global brands can suffer loss or even ruin in the event of crisis. The effective management of communications during crisis is essential to ensuring that trust is rebuilt and dented brand image is quickly repaired. This study qualitatively evaluated how communication strategies were employed by Volkswagen and Mitsubishi to address crises stemming from recent corporate scandals. Guided by Coombs and Benoit's crisis management theories, the study compares both strategies in terms of: timeliness of response, media selection and rhetoric of messages. Analyses of primary and secondary data show that both Volkswagen and Mitsubishi breached corporate values and were not transparent to stakeholders worldwide. The study argues that Volkswagen ignored early warnings, thus resorting to post-crisis communications using varieties of media with a mixture of apology and sales marketing activities. Mitsubishi's response strategies were timelier and voluntary. Mitsubishi employed fewer media and maintained rhetoric with a strong appeal to pathos.
{"title":"Transparency and Ethical Considerations in Business Organizations: A Comparative Case Study of Crisis Relations Strategies of Volkswagen and Mitsubishi Motors","authors":"P. Ephraim","doi":"10.5455/IJOMR.2016245117","DOIUrl":"https://doi.org/10.5455/IJOMR.2016245117","url":null,"abstract":"The strongest global brands can suffer loss or even ruin in the event of crisis. The effective management of communications during crisis is essential to ensuring that trust is rebuilt and dented brand image is quickly repaired. This study qualitatively evaluated how communication strategies were employed by Volkswagen and Mitsubishi to address crises stemming from recent corporate scandals. Guided by Coombs and Benoit's crisis management theories, the study compares both strategies in terms of: timeliness of response, media selection and rhetoric of messages. Analyses of primary and secondary data show that both Volkswagen and Mitsubishi breached corporate values and were not transparent to stakeholders worldwide. The study argues that Volkswagen ignored early warnings, thus resorting to post-crisis communications using varieties of media with a mixture of apology and sales marketing activities. Mitsubishi's response strategies were timelier and voluntary. Mitsubishi employed fewer media and maintained rhetoric with a strong appeal to pathos.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"21 1","pages":"1-9"},"PeriodicalIF":1.1,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88165652","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 : 2016-12-01DOI: 10.5455/IJOMR.2016253153
Muhammad Nasir Chattha, Anam Naqi, Arshad Haroon
Customer retention, considered to be the backbone of the telecommunication sector. From the past few years, in Pakistan customer retention has diverted marketing researchers attention over this important and essential element. Due to intense antagonism prevailing in the market, numerous service providers are losing their existing customers resulting a downfall in the market share, this practice is being followed over the past few years. The objective of the study was to observe the impact of as Perceived Quality, Value and Loyalty on customer retention in the telecommunication sector of Lahore, Pakistan. Methodology considered under this study is quantitative in nature. Survey research design is used for the study; self-administered questionnaires were used for the collection of data. The sample size consisted of 200 questionnaires that was disseminated and 172 questionnaires was received with a response rate of 85%. Selection of sample was made through the non-probability convenient sampling technique. Pearson-product moment correlation was used to find the relationship while the regression analysis was considered to the check the impact of the predictors on the customer retention in telecommunication sector of Pakistan. The finding of the study indicates that perceived quality, value and customer loyalty are positively related with the customer retention. This study provides a unique contribution in the literature, since few studies have been conducted, especially relevant to the to customer retention in telecommunication sector of Pakistan. The results of the study will be very helpful source for the service providers as it will help them to retain loyal customers of the telecommunication sector in Pakistan.
{"title":"The Impact of Perceived Quality, Value and Loyalty on the Customer Retention in the Telecommunications Sector of Pakistan","authors":"Muhammad Nasir Chattha, Anam Naqi, Arshad Haroon","doi":"10.5455/IJOMR.2016253153","DOIUrl":"https://doi.org/10.5455/IJOMR.2016253153","url":null,"abstract":"Customer retention, considered to be the backbone of the telecommunication sector. From the past few years, in Pakistan customer retention has diverted marketing researchers attention over this important and essential element. Due to intense antagonism prevailing in the market, numerous service providers are losing their existing customers resulting a downfall in the market share, this practice is being followed over the past few years. The objective of the study was to observe the impact of as Perceived Quality, Value and Loyalty on customer retention in the telecommunication sector of Lahore, Pakistan. Methodology considered under this study is quantitative in nature. Survey research design is used for the study; self-administered questionnaires were used for the collection of data. The sample size consisted of 200 questionnaires that was disseminated and 172 questionnaires was received with a response rate of 85%. Selection of sample was made through the non-probability convenient sampling technique. Pearson-product moment correlation was used to find the relationship while the regression analysis was considered to the check the impact of the predictors on the customer retention in telecommunication sector of Pakistan. The finding of the study indicates that perceived quality, value and customer loyalty are positively related with the customer retention. This study provides a unique contribution in the literature, since few studies have been conducted, especially relevant to the to customer retention in telecommunication sector of Pakistan. The results of the study will be very helpful source for the service providers as it will help them to retain loyal customers of the telecommunication sector in Pakistan.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"6 1","pages":"25-31"},"PeriodicalIF":1.1,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78744218","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 : 2016-12-01DOI: 10.5455/IJOMR.2016254195
Emmanuel Oshogwe Akpeokhai
Mobile Commerce, Mobile Computing, Mobile Devices and Mobile Internet Access are growing much faster than before. Several characteristics of mobile networks make them more attractive than fixed networks. Mobile Commerce has been of a great benefit to users, which is driven by the technological innovations. Technology innovations have also reduced many barriers to acceptance. Increasing globalization has led to more mobility and therefore to greater demand for mobile ubiquitous services that can be consumed anytime and anywhere. This paper examines the future of mobile commerce with 4G Wireless Technology. To exploit the new technology, companies from developed as well as developing countries are rapidly integrating mobile commerce technology into their business models. Countries around the world, however, exhibit considerable heterogeneity in their adoption of mobile device and mobile commerce technology. This paper also identifies and categorizes some of these issues so that researchers, developers, and managers have a starting point for focusing their activities within the emerging mobile commerce areas.
{"title":"The Future of Mobile Commerce With 4G Wireless Technology","authors":"Emmanuel Oshogwe Akpeokhai","doi":"10.5455/IJOMR.2016254195","DOIUrl":"https://doi.org/10.5455/IJOMR.2016254195","url":null,"abstract":"Mobile Commerce, Mobile Computing, Mobile Devices and Mobile Internet Access are growing much faster than before. Several characteristics of mobile networks make them more attractive than fixed networks. Mobile Commerce has been of a great benefit to users, which is driven by the technological innovations. Technology innovations have also reduced many barriers to acceptance. Increasing globalization has led to more mobility and therefore to greater demand for mobile ubiquitous services that can be consumed anytime and anywhere. This paper examines the future of mobile commerce with 4G Wireless Technology. To exploit the new technology, companies from developed as well as developing countries are rapidly integrating mobile commerce technology into their business models. Countries around the world, however, exhibit considerable heterogeneity in their adoption of mobile device and mobile commerce technology. This paper also identifies and categorizes some of these issues so that researchers, developers, and managers have a starting point for focusing their activities within the emerging mobile commerce areas.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"1 1","pages":"32-39"},"PeriodicalIF":1.1,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76027798","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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