0000000000154733
AUTHOR
Olli Tyrväinen
Online grocery shopping before and during the COVID-19 pandemic: A meta-analytical review.
The COVID-19 pandemic has forced people to limit their physical interactions, which has led to explosive growth in online grocery shopping. However, there is no clear consensus in the retailing literature on whether consumers prefer to buy groceries online. The objective of this current study is to synthesize research about online grocery shopping published before and during the COVID-19 pandemic and to develop a conceptual framework about online grocery purchase intentions and their determinants, the mediation effects of consumers’ attitudes, the moderating effects of COVID-19, and control variables. The meta-analysis presents data derived from 50 independent samples with a sample size of …
Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content
The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers’ brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. S…
sj-pdf-1-jnm-10.1177_10949968231157281 - Supplemental material for Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content
Supplemental material, sj-pdf-1-jnm-10.1177_10949968231157281 for Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content by Olli Tyrväinen, Heikki Karjaluoto, and Dandison Ukpabi in Journal of Interactive Marketing
sj-pdf-1-jnm-10.1177_10949968231157281 - Supplemental material for Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content
Supplemental material, sj-pdf-1-jnm-10.1177_10949968231157281 for Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content by Olli Tyrväinen, Heikki Karjaluoto, and Dandison Ukpabi in Journal of Interactive Marketing
A Systematic Literature Review and Analysis of Mobile Retailing Adoption
The purpose of this study is to provide a comprehensive updated review and analysis of mobile retailing adoption. Although research on mobile channel utilization has increased significantly in recent years and many new studies on this topic have been published, research has not yet provided a clear structure regarding how consumers’ expectations have advanced in relation to mobile retailing adoption. Thus, this study synthetizes the mobile retail adoption literature and develops a framework for it. Our systematic literature review analyzed 94 scientific articles that were published between 2010 and 2018 to determine customers’ different expectations and demands during different mobile chann…
Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail
This study examines the effects of personalization and hedonic motivation on customer experience and its loyalty outcomes in omnichannel retail context. The study develops eight hypotheses which are tested using two survey samples (Finland (n = 2084) and Sweden (n = 2334). In addition, empirical analysis includes 20 semi-structured interviews. The findings support all the hypotheses confirming the positive relationships personalization and hedonic motivation have on cognitive and emotional customer experience components. Further, the positive effects of customer experience on loyalty are confirmed. The results provide both theoretical and managerial insights for improved CX and customer loy…
Omnichannel experience: Towards successful channel integration in retail
According to Deloitte’s (2018) forecast for 2018 many changes will occur in retail markets. The growth of online retailing is continuing, and it is going to have a great impact on traditional retail players. The number of physical stores will decrease, but they will still have important role in retailing. Customer experiences are now more important than ever, and digital technologies will have a key role to the store experience. Consumers are spending more and more time on smartphones relative to other devices. Typically, they conduct searches on mobile devices and make purchase in physical stores (Singh and Swait, 2017). Today, 8% of time spent online is related to shopping (Mander and Jas…