Innovative Marketing最新文献_第6页

Consumer sentiment toward international activist advertising 消费者对国际激进主义广告的看法

IF 1.1

Innovative Marketing Pub Date : 2023-06-29 DOI: 10.21511/im.19(2).2023.20

Christos Livas, Faidon Theofanidis, Nansy Karali

{"title":"Consumer sentiment toward international activist advertising","authors":"Christos Livas, Faidon Theofanidis, Nansy Karali","doi":"10.21511/im.19(2).2023.20","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.20","url":null,"abstract":"Companies have been increasingly conveying activist advertising messages to international audiences in response to persisting social ills and unsustainable business practices. Given the ambiguity surrounding the effects of international advertising, this study aims to compare the response of local consumers to a multinational brand’s standardized activist advertising strategy with creative executions adapted to the national contexts of Greece and the USA. The selected brand originates from the USA. The paper used a systematic qualitative approach and sentiment analysis using Microsoft Excel and Azure Machine Learning add-in. Analysis conducted on 1,051 user comments in January 2023 regarding two publicly accessible social media posts of a multinational haircare brand showed both similarities and differences in consumer responses. 662 comments were in English and 389 comments were in Greek. The study’s dataset was anonymized entirely and de-identified. The results indicate that consumer sentiment was largely negative in both countries. Although the relative share of negative comments was significantly higher in the USA (96.7%) than in Greece (59.4%), both groups of consumers placed their emphasis on the same themes (e.g., children and products). Therefore, they have perceived the main message similarly, irrespective of the execution differences. Overall, the findings can be attributed to strategic and tactical issues of the activist advertising campaign, as well as to sociocultural particularities of the national context. In the case of international advertising, attempts to incorporate the brand’s stance on a controversial sociopolitical issue into its advertising strategy pose significant risks to business organizations.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42414958","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}

引用次数: 0

The power of trust: How does consumer trust impact satisfaction and loyalty in Indonesian digital business? 信任的力量:消费者信任如何影响印尼数字业务的满意度和忠诚度?

IF 1.1

Innovative Marketing Pub Date : 2023-06-22 DOI: 10.21511/im.19(2).2023.19

Hadi Kurniadi, Junaid Ali Saeed Rana

{"title":"The power of trust: How does consumer trust impact satisfaction and loyalty in Indonesian digital business?","authors":"Hadi Kurniadi, Junaid Ali Saeed Rana","doi":"10.21511/im.19(2).2023.19","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.19","url":null,"abstract":"The study aims to explore how consumer satisfaction influences consumer trust and, ultimately, builds strong consumer loyalty in the dynamic world of Indonesian e-commerce. The relevance of this study is determined by how e-commerce businesses can improve customer loyalty by enhancing consumer trust and satisfaction. The study used a quantitative research design and surveyed 230 consumers from Jakarta, Indonesia. The data analysis involved utilizing validation and descriptive statistics in MS Excel and inferential statistics through SmartPLS to draw meaningful conclusions. The results showed a positive, significant, and direct relationship between consumer satisfaction and consumer loyalty. The R2 for consumer loyalty indicates that consumer satisfaction and consumer trust explain 56.6% of the variances in consumer loyalty, whereas consumer satisfaction explains 37.4% of the variances in consumer trust. Furthermore, the findings showed that this relationship is strengthened when consumer trust is included as a mediator, demonstrating a complementary partial mediation indicating that trust enhances consumer loyalty. Thus, the study concludes that consumers are more likely to feel loyal to e-commerce websites when their satisfaction is combined with trust. It provides considerable insights into the determinants of consumer loyalty and emphasizes the importance of establishing trust in e-commerce websites as a critical strategy to enhance customer loyalty. This paper also contributes to the broader literature on consumer behavior and loyalty in the context of digital business, providing new insights and perspectives that can help shape future research in this area.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48787063","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}

引用次数: 1

The impact of social commerce on the purchase intentions of Millennials using Facebook 社交商务对使用Facebook的千禧一代购买意愿的影响

IF 1.1

Innovative Marketing Pub Date : 2023-06-16 DOI: 10.21511/im.19(2).2023.18

Krishna K. Govender, Ramnarain Yavisha

{"title":"The impact of social commerce on the purchase intentions of Millennials using Facebook","authors":"Krishna K. Govender, Ramnarain Yavisha","doi":"10.21511/im.19(2).2023.18","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.18","url":null,"abstract":"This study examined the impact of social commerce on the purchase intentions of Millennials who use Facebook by exploring how social commerce constructs influence consumer trust. A quantitative research approach was used and data were collected via an ‘online’ survey. The target population was 386 young adults aged 25 to 34 residing in KwaZulu-Natal, South Africa, referred to as Millennials, and comprises the largest group of users on Facebook. Convenience sampling, namely snowball sampling, was used to target participants. It was found that social commerce constructs significantly influence trust, which positively influences consumer purchasing decisions. The results of the study showed that trust explained 68% of the variance in purchasing intentions. Since trust is an integral and vital component of social commerce, the role of social commerce constructs and social support is to build trust in the ‘online’ context and consumers’ intention to buy. This suggests that businesses should monitor the quality and content of the engagements around their brands on social media, as information sharing in social commerce has a significant impact on consumer decisions, i.e., purchase intentions.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46930360","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}

引用次数: 0

Customer loyalty and trust in South African retail banking 南非零售银行的客户忠诚度和信任度

IF 1.1

Innovative Marketing Pub Date : 2023-06-13 DOI: 10.21511/im.19(2).2023.17

Marko van Deventer, Ephrem Habtemichael Redda

{"title":"Customer loyalty and trust in South African retail banking","authors":"Marko van Deventer, Ephrem Habtemichael Redda","doi":"10.21511/im.19(2).2023.17","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.17","url":null,"abstract":"Customer loyalty and trust are key elements for the success of retail banking. For this reason, it is crucial to investigate the predictors of these elements. This study aims to model service quality, customer satisfaction, and commitment influencing customer loyalty and trust in South African retail banking. The target population is a growing banking customer segment – Generation Y. A sample of 271 Generation Y customers participated in the survey. Their responses were analyzed using AMOS, whereby a structural equation model was developed. Although the structural model suggests that service quality (β = 0.097; p = 0.175) is an insignificant predictor of customer loyalty in retail banking, the influence remains positive. Moreover, the model infers that customer satisfaction (β = 0.793; p = 0.001) predicts customer loyalty in retail banking and that customer satisfaction (β = 0.715; p = 0.001) and commitment (β = 0.257; p = 0.001) influence trust in retail banking. All the model fit indices (NFI = 0.95; RFI = 0.92; IFI = 0.97; TLI = 0.96; CFI = 0.97; RMSEA = 0.06; SRMR = 0.03) infer that the model is reliable, valid, and ultimately good fitting measurement tool of customer loyalty and trust in retail banking. The results provide insights into the most critical factors in building customer loyalty and trust among Generation Y customers in South African retail banking. Moreover, they can help to develop marketing and customer service strategies to improve these outcomes.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43033887","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}

引用次数: 1

Exploring the impact of internal marketing practices on the commitment to “green” intellectual capital 探索内部营销实践对“绿色”智力资本承诺的影响

IF 1.1

Innovative Marketing Pub Date : 2023-06-02 DOI: 10.21511/im.19(2).2023.16

Christina Arfara, Irene Samanta

{"title":"Exploring the impact of internal marketing practices on the commitment to “green” intellectual capital","authors":"Christina Arfara, Irene Samanta","doi":"10.21511/im.19(2).2023.16","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.16","url":null,"abstract":"The purpose of this study is to explore how internal marketing practices affect the commitment of organizations’ “green” intellectual capital. It examines the relationship between internal marketing practices and the commitment to its “green” intellectual capital’s components: human, relational, and structural. Moreover, it investigates to what extent internal marketing practices are applied to strategic, operational, and implementation levels, affecting “green” intellectual capital commitment. A 27-item questionnaire was used to collect quantitative data. Six hundred nine employees from large companies operating in various business sectors in Greece participated in a survey from July to November 2020. The findings documented a strong impact of internal marketing practices (90.5%) on the commitment to “green” intellectual capital. Internal marketing practices applied at operational levels have the most substantial effect on the commitment of “green” intellectual capital (t = 17.387), while practices at implementation levels are not significant (t = 3.668). The results also indicated that internal marketing practices applied at strategic levels significantly influence the commitment to “green” intellectual capital (t = 15.747). Finally, the study discusses the theoretical and managerial contributions.\u0000Acknowledgment This study has been funded by the University of West Attica / Special Account for Research Grants.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47650408","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}

引用次数: 1

Intention to use sharia e-commerce: Applying a combination of the technology acceptance model and theory of planned behavior 使用伊斯兰教电子商务的意向:技术接受模型与计划行为理论的结合

IF 1.1

Innovative Marketing Pub Date : 2023-06-01 DOI: 10.21511/im.19(2).2023.15

Afief El Ashfahany, F. Azzahra, Yayuli, Ibrahim Musa Unal

{"title":"Intention to use sharia e-commerce: Applying a combination of the technology acceptance model and theory of planned behavior","authors":"Afief El Ashfahany, F. Azzahra, Yayuli, Ibrahim Musa Unal","doi":"10.21511/im.19(2).2023.15","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.15","url":null,"abstract":"This study aims to build a framework for the variables affecting interest in sharia e-commerce, such as attitude, subjective norms, perceived behavior control, perceived usefulness, perceived ease of use, and religiosity. Using a convenience sampling method, this analysis involved 212 young people, who represent the most significant proportion of e-commerce clients. The survey measurements and hypotheses testing used the partial least square structural equation modeling (PLS-SEM) approach. The results of the study show that attitude (ß = 0.261, p = 0.000), subjective norm (ß = 0.264, p = 0.000), perceived usefulness (ß = 0.241, p = 0.013), and perceived ease of use (ß = 0.185, p = 0.032) have a positive relationship with intention to use sharia e-commerce for youths. In addition, perceived ease of use (ß = 0.759, p = 0.000) also significantly affects perceived usefulness as a moderator to intention. In comparison, perceived behavior control (ß = –0.042, p = 0.505) was an insignificant factor in using sharia e-commerce. This study also shows that religiosity (ß = 0.648, p = 0.000) is essential in a person’s attitude toward intending to use sharia e-commerce. The insignificant relationship between perceived behavior control and intention to use sharia e-commerce is believed to be because both conventional and sharia e-commerce are easily operated. Thus, youth people have not noticed many differences in using sharia e-commerce.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43843259","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}

引用次数: 1

The impact of taxi drivers’ characteristics on the propensity to do business: Case study from a sharing economy 出租车司机特征对经商倾向的影响——来自共享经济的案例研究

IF 1.1

Innovative Marketing Pub Date : 2023-05-31 DOI: 10.21511/im.19(2).2023.14

Zoltán Rózsa, A. Zhidebekkyzy, Y. Bilan, J. Drahosova

{"title":"The impact of taxi drivers’ characteristics on the propensity to do business: Case study from a sharing economy","authors":"Zoltán Rózsa, A. Zhidebekkyzy, Y. Bilan, J. Drahosova","doi":"10.21511/im.19(2).2023.14","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.14","url":null,"abstract":"This paper aims to quantify the impact of selected demographic, financial, and economic factors on the propensity to do business in the taxi sector of the sharing economy. The sample comprised 375 taxi drivers from the Czech Republic and Slovak Republic. Data were collected using the query method via a questionnaire in April 2022. The structure of the respondents is divided into shared taxi service providers (N = 294) and traditional taxi service providers (N = 69). The study selected 14 factors: demographic (4), financial (7), and economic (3). The SEM approach was applied to evaluate the hypotheses. Shared taxi providers have a stronger propensity to do business than traditional taxi drivers. Demographic characteristics of a traditional taxi driver are the most significant factors with a strong influence on the propensity to do business (βS = 0.525 > βT = 0.425). On the other hand, the financial and economic characteristics of shared taxi drivers strongly influence the propensity to do business (βT = 0.565 > βS = 0.212). The characteristics of the enterprise are on the verge of significance in relation to the tendency to do business with shared taxi drivers, as opposed to traditional taxi drivers. For traditional taxi drivers, there is a strong influence of the characteristics of the enterprise on the propensity to do business (βT = 0.476 > βS = 0.026). This study contributes to understanding how participating in sharing economy may stimulate the propensity to do business.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42657238","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}

引用次数: 0

Effect of CSR activities on customers’ purchase intention: The mediating role of trust 企业社会责任活动对顾客购买意愿的影响:信任的中介作用

IF 1.1

Innovative Marketing Pub Date : 2023-05-30 DOI: 10.21511/im.19(2).2023.13

I. Ali, Mohammad Naushad, Hadeel Jaafar Alasmri

{"title":"Effect of CSR activities on customers’ purchase intention: The mediating role of trust","authors":"I. Ali, Mohammad Naushad, Hadeel Jaafar Alasmri","doi":"10.21511/im.19(2).2023.13","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.13","url":null,"abstract":"Corporate social responsibility (CSR) is the belief that businesses must consider ethical, social, and environmental issues when making decisions. Several studies have found that CSR improves corporate performance. Moreover, CSR is thought to increase consumer trust and purchase intention. This study investigates the effect of CSR activities on customers’ purchase intentions and the mediating role of trust. It draws linkages and establishes that businesses can improve their bottom lines while positively affecting society by acting responsibly.The present study selected two independent variables (ethical corporate social responsibility and legal corporate social responsibility) alongside one dependent variable (purchase intention) and one intervening variable (trust). The sample comprises two hundred and thirty respondents from India’s National Capital Region (NCR), Delhi, and nearby regions. The data were examined using structural equation modeling (SEM). The results showed that CSR activities significantly positively affected customers’ purchase intention. Furthermore, trust mediated the linkages between CSR activities and customers’ purchase intention. The findings suggest that CSR activities can increase customers’ purchase intention by fostering trust. In other words, when customers trust a firm, they are more likely to intend to purchase its products or services. CSR managers should therefore focus on creating and maintaining trust with their customers. In addition, findings suggest that firms should be conscious of their social image. This study offers significant insights because they show that any business can be successful and socially responsible.\u0000Acknowledgment This study is supported via funding from Prince Sattam bin Abdulaziz University project number (PSAU/2023/R/1444).","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42918382","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}

引用次数: 1

Inbound marketing strategy on social media and the generation of experiences in fast food consumers 社交媒体上的入境营销策略和快餐消费者体验的产生

IF 1.1

Innovative Marketing Pub Date : 2023-05-23 DOI: 10.21511/im.19(2).2023.12

Boris John Vasquez-Reyes, Fiorela Judith Bravo-Martinez, Jose Antonio Coral-Morante, Franklin Cordova-Buiza

{"title":"Inbound marketing strategy on social media and the generation of experiences in fast food consumers","authors":"Boris John Vasquez-Reyes, Fiorela Judith Bravo-Martinez, Jose Antonio Coral-Morante, Franklin Cordova-Buiza","doi":"10.21511/im.19(2).2023.12","DOIUrl":"https://doi.org/10.21511/im.19(2).2023.12","url":null,"abstract":"Digital media has allowed restaurants to maintain their sales, positioning, and better relationships with consumers in adverse situations such as the COVID-19 pandemic. This study seeks to determine the relationship between social networks as an inbound marketing tool and the generation of digital experiences in consumers of fast-food restaurants. This is a quantitative, correlational, and non-experimental analysis. The sample includes the most popular fast-food restaurants in Peru (Norky’s, Roky’s, and Kentucky Fried Chicken) that demonstrate significant presence in social networks and possess potential characteristics to provide customers with a positive experience. One hundred one respondents between 18 and 35 years of age, residents of Lima (Peru), and frequent consumers of fast food establishments were surveyed via Google Forms. The results were tabulated in MS Excel and the quantitative data analysis was performed with the IBM SPSS tool; descriptive and inferential statistics were applied and the correlation was obtained through Spearman’s coefficient. The findings highlighted that 61.39% of the respondents agree that the social network experiences of the restaurants influence their expectations; 47.5% react with likes and comments to the publications, and 63.4% recommend the restaurants thanks to the constant dissemination of their content. Finally, a significance level of less than 0.05 was obtained between the variables, demonstrating that one variable has a relationship with the other. The study concludes a moderate direct relationship between social networks as an inbound marketing strategy and the generation of digital experiences in the study group.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43669315","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}

引用次数: 1

Determinants of consumer purchasing behavior toward Korean cosmetic products: Evidence from Indonesia 消费者对韩国化妆品购买行为的决定因素：来自印度尼西亚的证据

IF 1.1

Innovative Marketing Pub Date : 2023-05-10 DOI: 10.21511/im.19(2).2023.11

W. Widayat, N. Azis, Herlinda Maya Kumala Sari, W. Warsono, I. Masudin

引用次数: 0