Asian Journal of Marketing Management最新文献

{"title":"Impact Of Social Media Influencers’ Credibility on The Purchase Intention: Reference to The Beauty Industry","authors":"R.A.S.D.Rathnayake, V.G.P. Lakshika","doi":"10.31357/ajmm.v2i01.6254","DOIUrl":"https://doi.org/10.31357/ajmm.v2i01.6254","url":null,"abstract":"Purpose: The role of social media influencers is growing in importance, due to their ability to effectively influence. In addition, marketers have identified Instagram as the most important social media channel for influencer marketing, while the concept of credibility has always been significant in the field of influencer marketing. While a few studies have recently focused on how social media influencers influence consumer purchase behavior, research that specifically focuses on influencer credibility and its impact on purchase behavior is still scarce. Therefore, the purpose of this study is to investigate the impact of influencer credibility on the purchase intention of beauty products in Sri Lanka. \u0000Design/methodology/approach: Quantitative study was conducted using the survey method. The sample consists of 150 Instagram users between the ages of 18 and 34 who live in Colombo, Sri Lanka. To empirically test the conceptual model, single and multiple regression analyses were used. \u0000Findings: Results suggest that there’s a positive impact of credibility dimensions towards purchase intention and the most impactful credibility factor towards purchase intention is “trustworthiness” \u0000Originality: This research contributed to the current debates about the credibility of social media influencers. Furthermore, this study focuses on the impact of Instagram influencer credibility dimensions, which is still scarce. So, the current paper fills a gap in the limited existing literature on the credibility of social media influencers on purchase intention, with a focus on the beauty industry in the Sri Lankan context. \u0000Implications: The findings assist marketers and advertisers in the fashion industry in understanding how influencer marketing affects consumer purchase intent. Additionally, this provides important insights to influencers in order for them to be successful influencers. \u0000Keywords: Social media influencers, Influencer Marketing, Instagram Influencers, Influencer Credibility, Beauty Industry.","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131614931","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}

{"title":"“ITUKAMA,” the “Hero” and the Nation: A specific textual analysis of a commercial and its contribution to Sri Lankan society amid Covid-19","authors":"S.V.W. Udugahapattuwa, R.M. Wijayawardhana, G.A.R.C. Jayarathna, H.R.D.F.G.A. Weerakoon","doi":"10.31357/ajmm.v2i01.6252","DOIUrl":"https://doi.org/10.31357/ajmm.v2i01.6252","url":null,"abstract":"Purpose: This study focuses on the Itukama commercial launched by the Itukama project under the Presidential Secretariat. The commercial was a campaign to raise funds for the Itukama COVID-19 Healthcare and Social Security Fund. The campaign was considered a success. The commercial appealed to a sense of duty and responsibility in the Nation's people by carefully narrating the building of a new hero of sorts, placing them side by side with existing heroes. The study aims to analyse the commercial elements of the campaign in order to identify the process of the creation of the/a hero(s), the necessity therein at the time, how it aided in the national agenda, and the choices of inclusion and exclusion by virtue of the use of theories of nation-building. \u0000Design/methodology/approach: The study uses the methodology of textual analysis thereby providing a close reading of the commercial and the campaign in relation to the said theories. \u0000Findings: Through the analysis, it was made evident that while the commercial and the campaign that followed crafted a new definition for the concept of ‘hero’ and located it within the context of the ‘nation’ it was lacking in inclusivity.  \u0000Originality:  Analysis of a COVID-19  commercial (campaign) in the Sri Lankan context is the pioneering study in Sri Lanka. \u0000Implications: Language use in commercials and the concept of ‘hero’ and ‘nation’ provide a lesson for the relevant corporates. \u0000Keywords: COVID-19, Hero, Nation, Representation, Sri Lankan Commercials, Visualisation","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"99 5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125971110","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}

{"title":"The Impact of Facebook Marketing on Customer-Based Brand Equity and Purchase Intention on Fashionwear Retail Industry in Sri Lanka","authors":"N. Jayasuriya","doi":"10.31357/ajmm.v1i02.5960","DOIUrl":"https://doi.org/10.31357/ajmm.v1i02.5960","url":null,"abstract":"Purpose –This study focuses on examining the impact of Facebook marketing components on customer-based brand equity (CBBE) and purchase intention (PI).  \u0000Design/methodology/approach – A conceptual model was developed based on the literature and related hypotheses were tested based on the responses of 390 Facebook (FB) fans of four leading fashion-wear retailers in Sri Lanka who have been selected on a random basis. The data was collected using an online survey and analyzed using the structural equation modeling. \u0000Findings- The results indicate that Facebook marketing has a strong impact on customer-based brand equity. The items entertainment, reputation and relationship remain for Facebook marketing construct to test its impact on customer-based brand equity. This finding helps to recognize the role of Facebook marketing from the strategic point of view, confirming its significant contribution in taking a brand to the next level. Furthermore, the direct impact of Facebook marketing on purchase intention was not significant and customer-based brand equity fully mediates the relationship between Facebook marketing and purchase intention. \u0000Originality –This research applies the Honeycomb model which is a rarely used model to identify the components of Facebook marketing. Hence, this can be identified as one of first this kind of research in Sri Lanka. Further, this study address Fashion-wear retail industry which another important but understudied sector in Sri Lanka. \u0000Implications – This article connects the consumers’ opinion on Facebook marketing. The findings of Facebook marketing on taking brand equity into next level will be useful for decision making in business organizations. The effective use of social media will reduce the promotional expenses. Further, the application of Honeycomb model shows the appropriate criteria for Facebook marketing and fill the gap of the unavailability of criteria for social marketing evaluation.","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132822800","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}

{"title":"Objectification of women in advertising in Sri Lanka","authors":"V.V. Gamlath, M. A. A. Malkanthie","doi":"10.31357/ajmm.v1i02.5961","DOIUrl":"https://doi.org/10.31357/ajmm.v1i02.5961","url":null,"abstract":"Purpose: The purpose of this study is to explore the perception of Sri Lankan female consumers towards the objectification of women in advertising and what are their ideas about brands that practice objectification. \u0000Design/methodology/approach: The study follows an inductive approach and applies a qualitative research design. Semi-structured interviews were used for data collection. \u0000Findings: Findings have shown that Sri Lankan female consumers perceive the objectification of women in advertising as “a practice of portraying women in advertisements in a way that their social and personal value as women is undermined”. Even though there is a negative brand image, people still tend to purchase the product if it provides substantial value for their money. \u0000Originality: Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society, with the presence of sexually objectifying advertisements, has created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape in Sri Lanka. \u0000Implications: The study informs policymakers on how to implement appropriate policies and strategies to deal with panic buying situations. Retailers can use this expertise to effectively address the various demand conditions without disrupting their internal business practices.","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"82 7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128163020","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}

{"title":"Determinants of Green Electronic Devices Purchasing Decisions: with Special Reference to Young, Educated Consumers in Sri Lanka","authors":"I.D.K. Ranganath, G.P.K. Nishadi","doi":"10.31357/ajmm.v1i02.5957","DOIUrl":"https://doi.org/10.31357/ajmm.v1i02.5957","url":null,"abstract":"Purpose: This research is to examine the determinants of green electronic purchasing decisions of young, educated consumers in Sri Lanka. \u0000Design/methodology/approach: This novel study is a conclusive research and deductive methodology was deployed as the study approach. Primary data were collected from 200 university students living in Southern Province in Sri Lanka based on convenient sampling method through a 23-item self-administered questionnaire.  After feeding data into SPSS 25.0, data were analysed using several statistical tools.  In here, Multiple Regression analysis was used to measure the impact of each of the key determinant on green electronic purchasing decisions of young, educated consumers. \u0000Findings: Results indicated that there is a statistically significant impact of four determinants namely, Environmental Concern, Supporting Environmental Protection, Social Influence and Environmental Friendliness of Businesses, on young, educated consumers’ green electronic purchasing decisions in Southern Province, Sri Lanka. Among the four, Environmental Concern is the strongest determinant of purchasing decisions of green household electronics.  \u0000Originality: This study contributes to the existing debates on green product purchasing decisions of young consumers.  Although, number of studies are available on green purchasing decisions among young consumers, the determinants of green electronic purchasing decisions of young, educated consumers are not well documented both in Sri Lankan as well as in international contexts.  So, findings of the present study fulfilled that current knowledge gap. \u0000Implications: The current study provides good insights for both practitioners and theoreticians who want to identify the young consumers as environmentally conscious individuals. The paper concludes that marketing professionals need to relate green electronic devices with functional, emotional and experiential needs of consumers. \u0000Keywords: Young Educated Consumers, Green Electronic Devices, Determinants of Green Consumption, Southern Province, Sri Lanka.","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"1632 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127446880","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}

{"title":"The Impact of Offline Shopping Safety Practices on Consumer Buying Behavior during the COVID Pandemic Situation in Sri Lanka","authors":"R.K. Kasunthika","doi":"10.31357/ajmm.v1i02.5958","DOIUrl":"https://doi.org/10.31357/ajmm.v1i02.5958","url":null,"abstract":"Purpose: The Sri Lankan government announced countrywide travel restrictions during the month of June 2021.The current research aims to investigate the offline shopping safety practices i.e., safety measures, hygiene practices, physical distancing, on purchase intention during the pandemic situation. \u0000Design/methodology/approach: One hundred and ninety users of offline shopping in the Kalutara District, Sri Lanka were polled to learn more about the elements that influence their purchasing intentions. \u0000Findings: The results reveal that offline shopping safety practices have a considerable and beneficial impact on users’ purchase intentions. Physical distancing being the most important influencing buy intention, this is the biggest impact on purchase intention. \u0000Originality: Contributes to current knowledge-related offline shopping buying behavior in offline retail formats, and aids marketers in focusing on purchase intention as a strategic action for decreasing cart abandonment during the COVID pandemic situation to protect customers from COVID-19. \u0000Implications: This research supports in the comprehension of new patterns in Sri Lankan Offline buying behavior during the COVID pandemic situation. Prior studies have also looked into the effects of offline shopping safety practices on consumer buying behavior; however, there has been little research into the impact of offline shopping safety practices on purchase intention. The current work aims to fill these research gaps.","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128878794","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}

{"title":"Attributes of loyalty card programme membership and their influence on customers’ behavioural and attitudinal loyalty: a case of fashion retailing in the Sri Lankan context","authors":"W.S.H. Fernando, B.N.F. Warnakulasooriya","doi":"10.31357/ajmm.v1i02.5956","DOIUrl":"https://doi.org/10.31357/ajmm.v1i02.5956","url":null,"abstract":"Purpose: Loyalty card programmes are commonly used by fashion retailers with the intention of building customer loyalty and increasing the efficiency and effectiveness of company financial performance. The purpose of this paper is to study whether customer loyalty depends on the loyalty membership, number of loyalty cards and gender. These questions remained unanswered as the past studies showed mixed results and even very few studies have been carried out in Sri Lanka on this topic. \u0000Design/methodology/approach: The study critically analyses the influence of loyalty card programs under three aspects; the loyalty program membership, the number of loyalty cards available, and the gender of the cardholders to find out if there is any loyalty difference between male and female customers. 250 fashion retail customers within the Western Province of Sri Lanka were conveniently selected for the sample. All hypotheses were tested using an independent sample t- test. \u0000Findings: The findings show that a loyalty difference exists between the customer being a member of a loyalty card programme and a non-member whereas no difference is shown in terms of the number of cards a customer holds and the customer’s gender. \u0000Originality: The study fills the existing gaps of knowledge and arrives at a proper conclusion on the influence of loyalty card programme membership on both behavioural and attitudinal loyalty in fashion retailing in the South Asian context whereas the majority of the studies have focused on grocery retailing (Liu, 2007and influence on behavioural loyalty aspect only (Ha, 2007). \u0000Implications: The loyalty programmes can be identified as a means of building customer loyalty. It brings other benefits for retailers such as providing opportunities for personalization and aiding in decision-making encouraging to invest on such programmes. While the present study fills the gap of knowledge regarding the attributes of loyalty programs and gender to some extent it still offers a lot of potential for future research. ","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117252314","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}

{"title":"Generation gap, gender and shopping enjoyment of shopping mall visitors in western province Sri Lanka","authors":"T. P. Bandara, U. K. Thalgaspitiya, W. N. Hettiarachchi","doi":"10.31357/ajmm.v1i02.5955","DOIUrl":"https://doi.org/10.31357/ajmm.v1i02.5955","url":null,"abstract":"Purpose: Going shopping is a major source of relaxation as well as a daily household chore. However, shopping enjoyment is a burgeoning and rather novel concept, and thus, there is a lack of studies within the cohort, especially with regard to the comparison of the shopping experiences of different generations. This paper explores the nature of shopping enjoyment and measures the impact of the generation gap and gender on visitors’ shopping enjoyment in shopping malls, which records a thriving interest. \u0000Design/methodology/approach: In a qualitative survey deploying a convenience sample, 379 usable responses were collected through a self-administered questionnaire from shopping mall visitors in the Western Province of Sri Lanka. Data were analyzed using SPSS (21.0). \u0000Findings: Findings of the study indicated that all four generations considered the atmosphere and the environment to be the most important dimensions. Empirical evidence further suggested that Generation Z and Y have the highest enjoyment in their shopping journey within malls compared to other generations, confirming that youth shoppers are the emerging target group for such businesses. Interestingly, it evidenced that shopping is not remaining as a gendered activity anymore, since it is pleasurable for both females and males. \u0000Originality: This paper makes a significant contribution to the field by studying shopping enjoyment as a multi-dimensional construct in relation to four generations while being the first such attempt at studying this phenomenon. \u0000Implications: Findings are useful for retailers to identify target customers and lucrative markets. Further, shopping malls are required to design to provide more experiences and engagements to customers as a space for pleasure, enjoyment, and entertainment. \u0000 ","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131646491","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}

{"title":"Measuring consumer experience at the retail context: development of ConEx scale","authors":"P. Kumara, A. Sirisena, T. Wijesundara","doi":"10.31357/ajmm.v1i01.5470","DOIUrl":"https://doi.org/10.31357/ajmm.v1i01.5470","url":null,"abstract":"Purpose: The purpose of this study is to conceptualize and develop a scale to measure consumer experience at the retail context.\u0000Design/methodology/approach: A questionnaire survey was conducted with a sample of 164 undergraduates of one of the state universities in Sri Lanka. Five dimensions of the consumer experience were identified by the exploratory factor analysis conducted with 21 measurement indicators. Confirmatory factor analysis was conducted with the five-factor measurement model and resulted in a five-dimensional structure for consumer experience with 14 measurement indicators.\u0000Findings: The study concluded that the consumer experience was a multidimensional construct, comprising the dimensions of virtue, equanimous, amusement, rapture, and strange. The multidimensional nature of consumer experience which was explored will help marketers to focus on the areas in which consumer experience enhancement is required and consumer experience strategies also can be designed according to the multidimensional aspects of consumer experience.\u0000 \u0000Originality: The study developed a Consumer Experience scale (ConEx scale) which can be used to examine the consumer experience in the retail context. The multidimensional structure of ConEx also concerns the hedonistic perspective of consumer experience.\u0000Implications: The customer experience in retail sector can be addressed through customer emotions. The explored dimensions of customer experience provide important implications for practitioners by offering new ways to explore customer emotions in retail setting.\u0000Keywords: Consumer emotions, consumer experience, experience marketing, retailing, ConEx Scale","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"208 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114096181","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}

{"title":"Customer service performance in bridging the gap between strategic management of technology and financial performance: evidence from the banking industry of Sri Lanka","authors":"S. Nanayakkara, V.M. Wickremasinghe, G. Samarasinghe","doi":"10.31357/ajmm.v1i01.5466","DOIUrl":"https://doi.org/10.31357/ajmm.v1i01.5466","url":null,"abstract":"Purpose: There is empirical evidence that both Strategic Management of Technology (SMT) and increased Customer Service Performance (CSP) level led to improved Financial Performance (FP) of organizations. However, there is still a vacuum of empirical studies that explain how both SMT and CSP together lead to Financial Performance in a banking context as these have relatively scant literature that explain the links between technology orientation and customer-oriented corporate behaviour in an emerging context. Hence, this study aims to identify empirical relationships between Strategic Management of Technology, Customer Service Performance, and Financial Performance of the banking industry.\u0000Design/methodology/approach: A representative sample of one thousand two hundred (1200) professionals from commercial banks in the Western Province who are registered with the Colombo Stock Exchange in Sri Lanka were surveyed using a survey questionnaire. To test the priori-based conceptual model, the data was evaluated using structural equation modelling procedures with Smart PLS. 3.2 software.\u0000Findings: The study revealed the positive impact between   SMT practices and FP; positive impact between SMT practices and CSP; the positive impact of CSP and FP; the mediation effect of CSP between SMT practices and FP of a service firm.\u0000Originality: The findings revealed the existence of a partial mediation of CSP on the relationship between SMT and the financial performance of the firm. The study empirically confirms the complementary role of customer service-related performance in implementing strategic technology management decisions in order to enhance the financial outcome of the sector.\u0000Implications: The results have implications for decision-makers in banks. Decision-makers can take measures to strike a proper balance between the bank's SMT and CSP so that they can increase the financial results.\u0000Keywords: Strategic Management of Technology, Financial Performance, Customer Service Performance, Commercial Banks","PeriodicalId":166780,"journal":{"name":"Asian Journal of Marketing Management","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125447387","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}