{"title":"Impact of green marketing, greenwashing and green confusion on green brand equity","authors":"Abdul Qayyum, Raja Ahmed Jamil, Amnah Sehar","doi":"10.1108/sjme-03-2022-0032","DOIUrl":"https://doi.org/10.1108/sjme-03-2022-0032","url":null,"abstract":"Purpose\u0000This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated.\u0000\u0000Design/methodology/approach\u0000A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers.\u0000\u0000Findings\u0000The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing.\u0000\u0000Research limitations/implications\u0000The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability.\u0000\u0000Originality/value\u0000This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"17 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80577813","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":"How businesswomen engage customers on social media?","authors":"Nida Fatima, R. Ali","doi":"10.1108/sjme-09-2021-0172","DOIUrl":"https://doi.org/10.1108/sjme-09-2021-0172","url":null,"abstract":"Purpose\u0000This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance.\u0000\u0000Design/methodology/approach\u0000This qualitative study is based on interviews with businesswomen.\u0000\u0000Findings\u0000Businesswomen use SM actively but not effectively. SM are used primarily for advertising and promotion. External factors, such as family and friends, are more influential in the decision of women to use SM in business. Women mostly use defensive rather than offensive strategies. Effective use of SM in conjunction with conventional marketing tools can improve customer engagement and increase business performance.\u0000\u0000Practical implications\u0000The research findings are valuable for marketing managers, women entrepreneurs and micro and small businesses in making decisions to effectively use SM.\u0000\u0000Originality/value\u0000This study investigates customer engagement from the owner/manager’s perspective in contrast to the general customer-centric approach. The study contributes analysing an important and scarcely explored area, which is the use of SM by women-run MSEs in less developed countries to engage consumers.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"19 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82359748","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}
Sara Herrada-Lores, M. Iniesta-Bonillo, Antonia Estrella-Ramón
{"title":"Weaknesses and strengths of online marketing websites","authors":"Sara Herrada-Lores, M. Iniesta-Bonillo, Antonia Estrella-Ramón","doi":"10.1108/sjme-11-2021-0219","DOIUrl":"https://doi.org/10.1108/sjme-11-2021-0219","url":null,"abstract":"Purpose\u0000Websites are the most important element of company strategy in the digital space. Therefore, establishing strategic management of online business is essential to improve firm connectedness and competitiveness and to achieve global company reach. This paper aims to propose the analysis of technical and content quality of websites to identify the main weaknesses and strengths of online business.\u0000\u0000Design/methodology/approach\u0000An innovative measurement instrument called IWebQEI is designed to measure web quality level. This instrument is validated with data from 104 international companies. The results are used to verify whether there are quality differences between informative and e-commerce websites.\u0000\u0000Findings\u0000The main findings indicate that e-commerce websites achieve greater levels of technical and content quality than informative sites, and companies implementing e-commerce pay more attention to the content quality dimension. In contrast, companies using an informative website are more focused on the technical quality dimension. Based on these results, practical insights are offered to improve the strategic management of e-commerce.\u0000\u0000Originality/value\u0000Few studies have focused on analysing the technical and content quality of websites to identify the main weaknesses and strengths of online business. The results offer important theoretical and practical contributions for companies on how to manage their website to improve firm connectivity and competitiveness.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"62 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76340631","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}
Doaa Herzallah, Francisco Muñoz-Leiva, F. Liébana-Cabanillas
{"title":"Drivers of purchase intention in Instagram Commerce","authors":"Doaa Herzallah, Francisco Muñoz-Leiva, F. Liébana-Cabanillas","doi":"10.1108/sjme-03-2022-0043","DOIUrl":"https://doi.org/10.1108/sjme-03-2022-0043","url":null,"abstract":"Purpose\u0000This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theory, the technology acceptance model and consumer decision-making theory.\u0000\u0000Design/methodology/approach\u0000A survey was completed by respondents after watching a video about Instagram Commerce. A total of 404 valid responses were collected. The research model was analyzed using partial least squares structural equation modeling.\u0000\u0000Findings\u0000This study makes numerous contributions to Instagram Commerce and holds significant implications for professionals in the social commerce field. Among other results, we found that trust, attitude, perceived usefulness and alternative evaluation significantly affected consumers’ purchase intentions. However, this study found no relationship between trust or ease of use and purchase intention. Finally, it demonstrates the moderating role of gender, age and experience on some of these relationships.\u0000\u0000Originality/value\u0000This research centers on an analysis of consumer purchase behavior on Instagram Commerce, taking a highly innovative approach. The particular originality of this study lies in the proposed model of adoption of social commerce via Instagram, based on a critical framework. This study also provides an original analysis of the moderating effect of the classification variables: gender, age and experience in Instagram use.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82012884","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":"Service research: past, present and future research agenda","authors":"H. Arici, Mehmet Ali Köseoglu, L. Altınay","doi":"10.1108/sjme-09-2021-0177","DOIUrl":"https://doi.org/10.1108/sjme-09-2021-0177","url":null,"abstract":"Purpose\u0000This study aims to explore past and present service research and to provide a future research agenda for service researchers by presenting a big picture of the intellectual connections and emerging topics in the discipline.\u0000\u0000Design/methodology/approach\u0000This study is an empirical analysis of citations and cocitations on a sample of 5,837 articles published in leading service journals (from 1981 to December 2020). Network analysis was adopted to analyze the data. This study is exclusive in conducting the inquiry at the individual publication level, rather than using the normal aggregated author co-citation analysis approach.\u0000\u0000Findings\u0000The findings reveal that the main themes of service research centered on customer satisfaction, service quality, service-dominant logic, methodological foundations, market orientation and service encounter. Also clarified is the periphery domain that may become more important in the future (i.e. technology). The findings also present anchor points for conceptual framing and conceptual development – five main themes that are momentous to navigate theory discovery and justification in the knowledge domain.\u0000\u0000Research limitations/implications\u0000It calls for a more academic effort to evaluate the service research by considering different epistemological paradigms, such as positivism, monologic and hermeneutic, to better understand the process and progress of the discipline.\u0000\u0000Practical implications\u0000Through exploring the transformation of service research into a customer-centric model and technology-based service logic, this study offers possible implications for practitioners and further research areas for service researchers.\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first to use a citation, cocitation and network analysis to examine service research published in leading service journals. This study provides a significant contribution to the theory by combining main conceptual areas and interests in the given discipline.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"89 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86878343","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}
I. Indrawati, G. Ramantoko, T. Widarmanti, I. Aziz, F. Khan
{"title":"Utilitarian, hedonic, and self-esteem motives in online shopping","authors":"I. Indrawati, G. Ramantoko, T. Widarmanti, I. Aziz, F. Khan","doi":"10.1108/sjme-06-2021-0113","DOIUrl":"https://doi.org/10.1108/sjme-06-2021-0113","url":null,"abstract":"Purpose\u0000The study aims to analyze the influence of hedonic, utilitarian, and self-esteem motivations on online shopping behavior. Likewise, the mediating role of impulsive shopping and shopping intentions is also analyzed.\u0000\u0000Design/methodology/approach\u0000The study was carried out with the results of a survey in which 450 respondents participated, and the data was analyzed by using structural equation modeling (SmartPLS 3.0 software).\u0000\u0000Findings\u0000All the hypothesized links were significant and positive except for the relationship of self-esteem motive with impulsive shopping tendency, which was negative as hypothesized. Moreover, hedonic motive had a strong positive impact on impulsive shopping tendency, whereas, in contrast, utilitarian motive had a strong positive impact on shopping intentions.\u0000\u0000Practical implications\u0000Managers should focus on functional value rather than emotional value to attract customers who tend to be utilitarian. In contrast, for customers who tend to be hedonic, the product offerings should be visually appealing, stimulating and inspiring, as well as have emotional value.\u0000\u0000Originality/value\u0000This study investigates the roles of self-esteem and hedonic motives in impulsive shopping behavior. Moreover, by using the theory of planned behavior, this study highlights the roles of hedonic and utilitarian motives in attitude toward engaging in online shopping.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"29 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89379964","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}
R. S. Hamid, Abror Abror, Suhardi M. Anwar, Andi Hartati
{"title":"The role of social media in the political involvement of millennials","authors":"R. S. Hamid, Abror Abror, Suhardi M. Anwar, Andi Hartati","doi":"10.1108/sjme-08-2021-0151","DOIUrl":"https://doi.org/10.1108/sjme-08-2021-0151","url":null,"abstract":"Purpose\u0000This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and political involvement of millennials.\u0000\u0000Methodology\u0000The empirical analysis was conducted using a sample of 309 millennials. This study used online survey for the data collection. After passing reliability and validity tests, the data were analyzed with partial least squares structural equation modeling.\u0000\u0000Findings\u0000The results show that information quality of social media has positive and significant direct influence on reputation and trust. Information quality of social media also has a significant indirect influence on trust through social media reputation. However, there is no significant relationship between information quality and political involvement. Social media political marketing activities also have a direct and indirect significant effect on political involvement through trust. Finally, trust also has a positive and significant impact on political involvement.\u0000\u0000Practical implications\u0000This research may contribute to the political marketing experts and politicians in increasing the quality and credibility of advertisements on social media, which will affect trust and political involvement of millennial generation. Moreover, politicians and political marketing experts who have an online-based community should optimize their marketing activities in social media to encourage positive behavior and trust from social media users.\u0000\u0000Value\u0000This study has shown a more comprehensive model of the relationship between information quality of social media and political involvement. This study also reveals the significant indirect effect of the trust on the relationship between information quality on social media, social media political marketing activities and political involvement.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"114 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80252587","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":"Luxury fashion consumption: a review, synthesis and research agenda","authors":"Aihoor Aleem, S. Loureiro, R. G. Bilro","doi":"10.1108/sjme-06-2021-0105","DOIUrl":"https://doi.org/10.1108/sjme-06-2021-0105","url":null,"abstract":"\u0000Purpose\u0000This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the existing knowledge and aggregate it into relevant topics and offers a research agenda for future research is still lacking.\u0000\u0000\u0000Methodology\u0000This paper uses a systematic review and a text mining approach to analyse 73 articles on luxury fashion consumption aiming to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer research gaps and suggest a research agenda for future studies.\u0000\u0000\u0000Findings\u0000From this analysis, eight major research topics are found and analysed (brand desire, authenticity, luxury markets, value perceptions, luxury retail experience, luxury brands communication, responsible consumption and sustainability and status signalling). Based on these topics and following the TCM framework, this review offers directions for future research.\u0000\u0000\u0000Value\u0000This research offers a text-mining review of luxury fashion consumption to help scholars and managers further develop this field, as there is no comprehensive review on the topic exploring the themes, theories, constructs and methods used in prior studies.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"31 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88712545","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":"Buying local food is not a question of attitude: an analysis of benefits and limitations","authors":"Begoña Peral-Peral, Jorge Arenas Gaitán, Jesús Reina-Arroyo","doi":"10.1108/sjme-09-2021-0181","DOIUrl":"https://doi.org/10.1108/sjme-09-2021-0181","url":null,"abstract":"Purpose\u0000This paper aims to explore the shopping intention of local products. Using the theory of planned behavior model, the authors study the effect of egoistic and altruistic benefits and the influence of contextual limitations and people’s own limitations on the intention to buy local fresh fruits and vegetables.\u0000\u0000Methodology\u0000This paper uses a sample of 1,200 consumers of a south European city to test the model using a structural equation modeling technique with partial least squares.\u0000\u0000Findings\u0000Although egoistic benefits have a direct effect on the shopping intention, altruistic benefits have a much higher total effect. Surprisingly, attitude does not influence shopping intention. This paper provides elements that favor the consumption of local products from a more global, social and sustainable perspective.\u0000\u0000Value\u0000This paper provides new empirical evidence on the influence of perceived benefits and personal limitations on local food consumption.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"65 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88879392","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":"Influencer fit post vs celebrity fit post: which one engages Instagram users more?","authors":"Arash Ahmadi, Siriwan Ieamsom","doi":"10.1108/sjme-12-2020-0217","DOIUrl":"https://doi.org/10.1108/sjme-12-2020-0217","url":null,"abstract":"Purpose\u0000The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research.\u0000\u0000Methodology\u0000To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer–product vs fit of celebrity–product).\u0000\u0000Findings\u0000The results showed the superiority of the fit of influencer–product over the fit of celebrity–product on users’ engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer–product post on users‘ engagement.\u0000\u0000Practical implications\u0000The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted.\u0000\u0000Value\u0000This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"17 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74622982","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}
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
