Asia Pacific Journal of Marketing and Logistics最新文献

{"title":"Color congruence on Instagram: the role of flow and aesthetic experience","authors":"Pin Luarn, Chiao-Chieh Chen, Yu-Ping Chiu","doi":"10.1108/apjml-11-2023-1114","DOIUrl":"https://doi.org/10.1108/apjml-11-2023-1114","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140200577","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity","authors":"Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey, Imran Khan","doi":"10.1108/apjml-08-2023-0754","DOIUrl":"https://doi.org/10.1108/apjml-08-2023-0754","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>While the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140200470","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of the collaborative consumption triangle on purchasing intentions within online food delivery platforms","authors":"Fei-Fei Cheng, Meng-Hsu Hsu, Chin-Shan Wu","doi":"10.1108/apjml-10-2023-1053","DOIUrl":"https://doi.org/10.1108/apjml-10-2023-1053","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study adopted the collaborative consumption triangle to explore the influence of online food delivery platforms (OFDP) on consumer purchase intentions. It investigates the effects of restaurants' corporate social responsibility (CSR) practices, individuals' food neophilic tendencies (FNT), and platforms' perceived benefits on purchase intention within OFDP. Furthermore, the study analyses differences in consumers' pro-environmental behaviour (PEB) on OFDP.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The 497 participants conducted a web-based self-completion survey, using structural equation modelling to analyse the path structure of consumer purchasing intention. Furthermore, differences in PEB among OFDP consumers were compared through multigroup analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate that CSR influences the perceived value of sustainability and that the perceived value of sustainability influences purchase intention. Additionally, the influence of the perceived value of sustainability on purchase intention is more pronounced among consumers with low PEB compared to those with high PEB.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The findings may not be generalisable to other countries due to cultural differences, CSR policies, and strategies for promoting sustainable development.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>The study provides valuable contributions related to (1) restaurants increasing their revenue and meeting their long-term sustainable development goals; (2) providing reusable containers policy and reusable containers policy and category tags for restaurants within OFDP.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is a pioneering work examining factors influencing purchase intentions within OFDP from the tripartite collaborative consumption perspective post-COVID-19 and focuses on the differences in PEB concerning OFDP.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140167948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social influencer spillover effects under cap-and-trade and carbon tax regulation: the choice between marketplace or reseller mode","authors":"Jie Wu, Nan Guo, Zhixin Chen, Xiang Ji","doi":"10.1108/apjml-09-2023-0866","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0866","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper investigates the impact of the social influencer spillover effect on manufacturers' production decisions when they collaborate with intermediary platforms to sell products through marketplace or reseller modes. Game theory and static numerical comparison are used to analyze our models.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Firstly, under low-carbon policies, the spillover effect does not always benefit manufacturer profits and changes non-monotonically with an increasing spillover effect. Secondly, in cases where there are both a carbon emission constraint and a spillover effect present, if either the manufacturer or intermediary platform holds a strong position, then marketplace mode benefits manufacturer profits. Thirdly, regardless of business mode used when environmental damage coefficient is high for products; government should implement cap-and-trade regulation to optimize social welfare while reducing manufacturers’ carbon emissions.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study offers theoretical and practical research support to assist manufacturers in optimizing production decisions for compliance with carbon emission limits, enhancing profits through the development of effective influencer marketing strategies, and providing strategies to mitigate carbon emissions and enhance social welfare while sustaining manufacturing activities.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper addresses the limitations of prior research by examining how the social influencer spillover effect influences manufacturers' business mode choices under government low-carbon policies and analyzing the social welfare of different carbon emission restrictions when such spillovers occur. Our findings provide valuable insights for manufacturers in selecting optimal marketing strategies and business modes and decision-makers in implementing effective regulations.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140167957","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Research on mechanism of servant leadership on employees' customer-oriented deviance: the mediating role of psychological security and the moderating role of error management climate","authors":"Yi Zhang, Jingyi Zhao, Jianxiu Qin","doi":"10.1108/apjml-09-2023-0865","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0865","url":null,"abstract":"PurposeIn the era of the service economy, the personalized needs of customers are increasing rapidly. It often occurs that front-line employees bend organizational rules to help customers. The study sought to explore the influence mechanism of servant leadership on specific dimensions of customer-oriented deviance from the manager’s perspective, examine the mediating role of psychological security, and the moderating role of error management climate in the process.Design/methodology/approachWe conducted an online survey study in China from April 10 to 29, 2023. We use online survey questionnaire technique and random sampling method for data collection. The authors collected 385 questionnaires from China and tested the model by SPSS 26.0 and AMOS 24.0.FindingsThe results show that servant leadership significantly promotes employees' deviant customer-oriented behaviors, psychological security plays a mediating role between servant leadership and deviant customer-oriented behaviors, and error management climate has a positive moderating effect between servant leadership and deviant customer-oriented behaviors.Originality/valueThis study explores the influence mechanism of servant leadership on deviant customer-oriented behaviors. The results of this study not only enrich the theoretical research on the formation mechanism of deviant customer-oriented behaviors but also provide a reference for leaders to correctly view and effectively manage employees' deviant customer-oriented behaviors.","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140232563","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"E-commerce for a sustainable future: integrating trust, green supply chain management and online shopping satisfaction","authors":"Fazila Jalil, Jianhua Yang, Manaf Al-Okaily, Shafique Ur Rehman","doi":"10.1108/apjml-12-2023-1188","DOIUrl":"https://doi.org/10.1108/apjml-12-2023-1188","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study embarks on a comprehensive investigation into the intricate relationship between consumer trust in e-commerce platforms and the adoption of Green Supply Chain Management (GSCM). It delves into a multifaceted analysis of how these dynamics influence the landscape of online shopping, with a specific focus on four critical dimensions: the efficiency of online purchasing processes, the fulfillment of product delivery commitments, the convenience associated with e-platform utilization, and the safeguarding of consumers' personal information.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research employs sophisticated Structural Equation Modeling (SEM) techniques, facilitated by SPSS and SmartPLS software, to meticulously analyze the amassed data and subject the formulated hypotheses to rigorous testing. The empirical foundation of this study draws from a sample of 377 randomly selected online shoppers, providing a robust basis for its insights.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>At its core, this research is squarely focused on unraveling the dynamics of consumer trust within e-commerce platforms and highlighting the pivotal role played by GSCM in making online shopping more ecologically responsible and sustainable. Of paramount importance is the novel dimension introduced by this study the integration of trust in e-commerce platforms, GSCM practices, and the multifarious dimensions of online shopping all within a unified conceptual framework. Trust on e-commerce platforms leads to GSCM. GSCM determines online shopping satisfaction, i.e. efficiency, fulfillment, convenience, and privacy. Finally, GSCM mediates between trust on e-commerce platforms and online shopping satisfaction.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This holistic approach represents a ground-breaking contribution to the existing body of literature. It presents a fresh perspective on the intricate interactions that define the contemporary e-commerce landscape.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This initial research integrates trust in e-commerce platforms, GSCM, and online shopping in a single framework through UTAUT2.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140075434","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Unraveling the mechanism of social media application addiction among college students: the moderating role of self-regulation","authors":"Hao Zhang, Mengjie Dong, Xueting Zhang","doi":"10.1108/apjml-12-2023-1216","DOIUrl":"https://doi.org/10.1108/apjml-12-2023-1216","url":null,"abstract":"PurposeThis study seeks to explore the impact of “fear of missing out” (FOMO) and “psychological enhancement” (PE) on addiction to social media applications, subsequently influencing users' life satisfaction and continuous usage intention.Design/methodology/approachThis research involved the administration of two sets of questionnaires during distinct periods: December 15 to December 30, 2022 and August 26 to September 2, 2023. The participants were college students from three universities in China, and the data collection utilized the “Questionnaire Star” platform. Only responses deemed valid and consistent were included in the subsequent statistical analysis. A total of 1,108 valid samples were used for the final analysis. Analyses including reliability, validity, path analysis, structural equation modeling, mediation effects and moderation effects were conducted using SPSS and AMOS software.FindingsThe study revealed that both FOMO and PE exerted positive influences on users' addiction to social media applications. Furthermore, this addiction was found to have a negative effect on users' life satisfaction while simultaneously contributing positively to their intention to continue using these platforms. The mediating effect of social media application addiction and the moderating impact of self-regulation were also substantiated through the analysis.Research limitations/implicationsFirstly, it is important to note that the research population of this study is limited to college students, which may limit its generalizability and representativeness. Although college students are a group known for their familiarity with and frequent use of smartphones and social media apps, the findings may not fully capture the behaviors of social media app users in other age groups. To enhance the understanding of social media app addiction across different age groups, future studies should consider expanding the research population and conducting multi-group difference analyses. Secondly, while focusing on specific users within a particular region can minimize unexplained variance in model estimation, it may also restrict the broader applicability of the study results. Therefore, future studies should consider testing the research model with diverse groups from different regions and cultural backgrounds. This approach will provide valuable insights into how social media app addiction may vary across various contexts, thereby enriching our understanding of this phenomenon.Practical implicationsOur findings reveal that in the “attention economy” environment shaped by addiction, social media app managers should leverage technology to swiftly and accurately target audiences, attract them to their platforms and cultivate long-term relationships. Encouraging users to develop new beneficial habits through app-specific functions and precise services will foster continuous usage and unlock revenue and marketing opportunities for app companies.Social implicationsDespite ","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140251909","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail","authors":"Tri Dang Quan, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Tat-Huei Cham, Sriparna Basu, Keng-Boon Ooi","doi":"10.1108/apjml-09-2023-0911","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0911","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear and nonlinear relationships, the data were analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approaches.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings underscore the significance of the virtual store environment and online trust in shaping impulsive buying behaviors within the metaverse retailing setting. Theoretically, this study elucidates the impact of virtual store atmosphere and trust on impulsive buying within a metaverse retail setting.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>From the findings of the study, because of the importance of virtual shop content, practitioners must address its role in impulse purchases via affective online trust. The study’s findings are likely to help retailers strategize and improve their virtual store presentations in the metaverse.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The discovery adds to the understanding of consumer behavior in the metaverse by probing the roles of virtual store atmosphere, online trust and impulsive buying.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140017203","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Channel selection strategy: based on buy online and pick up in-store cooperation","authors":"Hao Li, Changhui Cao","doi":"10.1108/apjml-06-2023-0537","DOIUrl":"https://doi.org/10.1108/apjml-06-2023-0537","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper investigates the buy online and pick up in-store cooperation (BOPSC) of online and offline retailers. Specifically, this study solves the following questions: (1) What is the impact of BOPSC on their optimal price and sales volume of products? (2) When should an online retailer and an offline retailer conduct the BOPSC strategy with each other?</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The paper first establishes two game models to explore the equilibriums of online and offline retailers in non-BOPSC and BOPSC. Then the condition for online and offline retailers to implement BOPSC strategy are determined. Furthermore, the applicability of the BOPSC strategy is enhanced by incorporating numerical analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study’s findings reveal that BOPSC strategy will not always beneficial to online and offline retailers, which depends on the total cost of online shopping and the product valuation of consumers. BOPSC strategy leads to the increase of prices and online orders, and the demand of offline retailer is eroded. Moreover, BOPS cooperation between different retailers is easier to achieve than omni-channel integration strategy. When the convenience difference between offline shopping and BOPSC pick-up is moderate, the effectiveness of BOPSC strategy can be improved.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study has the following two main contributions: Firstly, the authors investigate the effects of BOPSC strategy on the prices of online and offline retailers. The study results show that the BOPSC strategy alleviates price competition and promotes a win–win situation between online retailers and offline retailers. Secondly, this paper mainly studies the cooperative behavior between online and offline retailers and reveals the optimal conditions for online and offline retailers to adopt BOPSC strategy. It can help small- and medium-sized online and offline retailers to choose suitable products for BOPSC strategy, so as to achieve the purpose of increasing profit.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139980058","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Dual effects of time length as experiential marketing elements in We-media videos","authors":"Shiqi Li","doi":"10.1108/apjml-07-2023-0713","DOIUrl":"https://doi.org/10.1108/apjml-07-2023-0713","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to uncover the underlying mechanism between the time length of We-media videos and customer satisfaction (CS)/participation (CP) based on experiential marketing theory.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two datasets were collected from Bilibili; 308 data were used with bootstrapping for multiple linear regressions (MLR) to test the hypotheses, and 2,670 data were used for structural equation modelling (SEM) to verify robustness.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Videos’ time length acts as both a price and provision element of experiential marketing. As a price element, its linear term affects CS negatively but CP positively. As a provision element, its quadratic term affects CS positively but CP negatively.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Marketing management personnel and video creators at Bilibili could optimise videos’ time length as suggested. We-media video platforms should encourage high-quality videos with sufficient time lengths to improve CS. Video creators could balance CS and CP, as suggested.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research proposed platform, provision, price and propagation as experiential marketing elements concerning experiences in online virtual encounters. It found CS was affected positively by provision but negatively by price, whereas the opposite is true for CP. Time length affects CS/CP as both a price and provision element, which may explain the neglect of significant relationships between the time length and marketing performances of videos.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139955749","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}