The effects of brand engagement in social media on share of wallet

Customer engagement and share‐of‐wallet (SOW) are relatively new in the marketing literature, and academic research has only limitedly examined these concepts. This study presents five motivational drivers of customer brand engagement in social media and examines the nature of the relationship between these drivers and engagement. The moderation effect of consumer innovativeness on the relationship between engagement and SOW is also examined. Results suggest that community exerts the strongest positive effect on customer brand engagement and that such engagement positively influences SOW. The findings also indicate that consumer innovativeness strengthens the relationship between engagement…

How a glass-processing SME developed its big data competence

This chapter demonstrates how Glaston, a glass-processing SME, has overcome the constraints of limited funds and limited technical know-how to develop its big data competence. While describing Glaston's big data journey, the study focuses on three types of dynamic capabilities that have played a crucial role in the building of Glaston's big data competence. First, the combination of market listening and business imagination has enabled Glaston to monitor technological developments in the industry and adapt them to big data use cases that are relevant for the company. Second, open innovation has allowed Glaston to complement internal resources and co-create big data initiatives with external…

Mobile Banking Services Continuous Usage -- Case Study of Finland

Finland is at the forefront of using new information systems, such as mobile banking (m-banking). The present study develops and tests a model of continuous usage intentions toward m-banking services for a sample of 273 Finnish m-banking users. Results confirm the hypothesized direct relationships between self-congruence and perceived value, perceived risk and perceived value, perceived value and continuous usage, and continuous usage and word of mouth. The frequency of usage of m-banking services and experience moderate the relationship between perceived value and continuous usage. We discuss the theoretical and managerial implications of the study results and present recommendations for f…

Understanding moderating effects in increasing share-of-wallet and word-of-mouth : A case study of Lidl grocery retailer

This study examines how five moderating variables (the length of the customer relationship, following a company in print media and on social media, remembering online advertisements, and the customer’s age) affect the relationships between perceived value and loyalty and satisfaction and loyalty in the grocery retailing sector. A series of hypotheses were developed and tested with a sample of 2,072 discount retailer customers in Finland. The results support all the direct effects hypotheses and show that perceived value and satisfaction both have a positive effect on loyalty, measured as a share of wallet and word of mouth and that the effect of perceived value tends to be stronger in the s…

Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups

Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Sp…

Future Trends in Social Media and Public Relations

Public relations (PR) focuses on storytelling by creating newsworthy content that will be communicated to target audiences. However, because social media has empowered individual consumers to an unprecedented level, we are no longer passive consumers of stories and some consumers have even reached influencer status where their opinions carry great authority. In the future, PR stories will shape global culture, but the Covid-19 pandemic has also alerted us to the damage caused by deliberate misinformation (e.g. the anti-vaccination movement). The digital environment — especially where PR now operates — is changing rapidly; artificial intelligence and machine learning are assisting corporatio…

Consumer Acceptance and Use of Instagram

This study extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to investigate factors affecting the acceptance and use of a social networking service (SNS) called Instagram. The UTAUT2 model is modified to better suit the context of SNSs by replacing the price value construct with self-congruence. Furthermore, we explore the effects of behavioral intention and use behavior on "user indegree" defined as the number of people who follow an SNS user. The results of the survey study largely support the hypothesized model in the context of Instagram. The findings contribute to previous knowledge by demonstrating the important roles of hedonic motivation and habit in co…

Environmental values and customer-perceived value in industrial supplier relationships

This study addresses a gap in the research on supply channel management by integrating environmental values and value creation in the context of buyer-supplier relationships. This study has two objectives: (i) to explore the environmental values structure of industrial customers, and (ii) to test the effect of environmental values on overall value perceptions. The effect of customer's environmental values on the supplier's environmental image and customer-perceived value is tested with structural equation modeling using the PLS method. The empirical analysis is based on a global sample of industrial companies that have a high impact on the environment (n = 121). Key findings of this study a…

Examining Consumers’ Usage Intention of Contactless Payment Systems

Purpose The purpose of this paper is to develop and test a conceptual model that combines the modified Unified Theory of Acceptance and Use of Technology (UTAUT2) with a consumer brand engagement (CBE) model to predict consumers’ usage intentions toward contactless payment systems in a developed country. Design/methodology/approach The authors cooperated with a contactless payment service provider in Finland and reached out to 22,000 customers, resulting in 1,165 usable responses. The collected data were analyzed using structural equation modeling. Findings The study shows that the UTAUT2 and the CBE model together explain approximately 70 percent of the variance in usage intention. Of the…

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…

The planning and implementation process of Programmatic Advertising campaigns in emerging markets

Programmatic Advertising has developed rapidly in recent years and becomes the driver of exponential growth in online advertising. Programmatic Advertising initially involved Programmatic Buying and gradually evolved to include Programmatic Creative. This chapter studies aspects of Programmatic Advertising and its planning and implementation process in emerging countries, especially Vietnam. The results suggest that Programmatic Advertising is leveraged for both long-term brand-building campaigns and short-term direct-response campaigns for different reasons because each campaign objective has different planning and implementation processes. peerReviewed

Advertisers' perceptions of search engine marketing

The objective of this study is to examine advertisers' perceptions of search engine marketing. The theoretical part of the study investigates the two aspects of search engine marketing, namely advertising and optimisation. With the use of a qualitative case study conducted with leading search engine marketers and experts in Finland, the paper suggests that search engine marketing is still in its infancy among Finnish companies. Whereas small-sized dot-com companies operating in the Business-to-Business (B2B) sector have been most active in search engine marketing, traditional brick-and-mortars are just starting to set plans for search engine marketing. Finally, the study discusses the impli…

Mobile banking services adoption in Pakistan: are there gender differences?

Purpose The purpose of this paper is to provide a comprehensive insight into the deciding factors affecting an individual’s intention to adopt mobile banking (m-banking) services in Pakistan. Design/methodology/approach A survey approach was used with a sample of 189 responses from across Pakistan. Multi-group analysis was performed in order to detect gender differences among men and women in the process of adopting m-banking. Findings The paper found support for the positive effect of perceived behavioral control (PBC) and attitudes (ATT) toward m-banking adoption intentions. Significant differences between men and women were found to affect subjective norms (SN) on adoption intention, ev…

Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda

We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet adv…

Do Online Travel Communities Matter? A Literature Review

The emergence of social media has migrated consumers from peripheral stakeholders to strategic partners whose inputs are critical for successful product and service innovation. Online communities provide a platform for aggregation of consumers from diverse backgrounds; online travel communities (OTCs) have recently attracted growing interest in the information systems and tourism literature because their unofficial boundary spanning role influences consumer interest in destinations. Importantly, this literature remains largely fragmented because of conflicting findings. The present study seeks to integrate prior OTC research in order to understand the motivations and consequences (negative …

Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up

The emergence of Software-as-a-Service (SaaS) has facilitated agile technology implementation that focuses on iterative adaptations via learning by doing rather than the realization of a predesigned implementation plan. This study conceptualizes such an agile approach and explicates its operationalization via a four-year qualitative case study of a business-to-business (B2B) start-up firm’s implementation of a HubSpot marketing automation (MA) SaaS. The study shows how agile implementation continuously introduces adaptations to SaaS features and organizational routines for improving their mutual fit given the organization’s goals. The study also contributes to theory by offering a novel fra…

Antecedents of online banking satisfaction and loyalty: empirical evidence from Finland

This study endeavours to contribute to a better understanding of Service Quality (SQ) in online banking by examining the various dimensions related to creating a satisfactory online banking experience. The authors develop a conceptual model and test it with a convenience sample of 183 online banking users. The empirical test of the model finds strong support for the links between perceived security and Perceived Usefulness (PU) and Perceived Ease Of Use (PEOU), reliability and PU and PEOU, between PEOU and satisfaction and finally between satisfaction and loyalty. The study finally provides both theoretical and practical contributions, outlines the main limitations of the study and gives id…

Extending customer relationship management. From empowering firms to empowering customers

Purpose – The focus of customer relationship management (CRM) literature has been predominantly on the firm perspective and on IT, not on customer or service orientation and value co-creation. This paper seeks to explore and analyse contemporary CRM frameworks and suggests future research directions. To achieve this, a thorough literature review on CRM is conducted focusing on recent advances within CRM. This provides a good basis for critically analysing the current status of both CRM theory and practice. Design/methodology/approach – The paper reviews CRM literature published 2003-2011. Based on the literature review, it introduces a conceptual framework of the changing role of customer d…

Industrial branding in the digital age

Purpose – The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for empirical research on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed. Design/methodology/approach – A single case study of a company at the forefront of digital media usage is used to develop the model. The main data come from semi-structured theme interviews and from content analysis of the channels used to create a brand on the Internet. Findings – In the digital age, firms seem to benefit from…

Mobile money as a driver of digital financial inclusion

Meeting the mobile money needs of the less privileged in developing and emerging markets opens up enormous possibilities for banks and newly emerged financial-technology firms. Many consider mobile money services a separate domain within the banking and payment sector, different from its siblings: automated teller machines, net banking, point-of-sale banking, etc. This study was conducted to investigate how mobile money services act as a reliable driver of digital financial inclusion and to determine the role of mobile money agents in the transformation from the traditional services to mobile money services. This paper presents a conceptual model based on the stimulus-organism-response para…

Data obstacles and privacy concerns in artificial intelligence initiatives

To become and remain competitive, many companies (especially large ones) are considering capitalising on data-based technologies, such as Artificial Intelligence (AI). However, whether these companies are structurally ready in terms of data collection and management remains unknown. This chapter discusses how privacy issues and reforms, such as the General Data and Protection Regulation (GDPR), affect companies’ AI initiatives and processes. For this purpose, we reviewed the relevant literature and collected empirical data using in-depth interviews with AI and data industry experts in five countries. Our main findings indicated that companies are lacking sound data collection and management…

Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement

Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in a cross-cultural context. Drawing upon cognitive dissonance theory, a scenario-based experiment was conducted using a sample of 461 African tourists with recent intracontinental travel experience. Our findings suggest that a customer’s repurchase intention and engagement in social media C2C interactions are significantly influenced when their eW…

Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respondents on Amazon Mechanical Turk (MTurk). SmartPLS structural equation modelling was used to test the structural model. Results indicated that offline activities significantly influence hedonic and social values, while this support was not found with functional value. Similarly, while offline activities positively influence continuance usage intention, no positive relationship was established between offline activities and recommendation intentio…

Launch lessons from a growing global supplier of industrial equipment

Although the launch phase in New Product Development (NPD) has been recognised as a vital stage affecting the success of new products, it is often poorly managed for various reasons. The purpose of this paper is to understand launch management in its context better by looking at the drivers and bottlenecks of launches inside a young and growing global industrial equipment supplier with the use of a case study method. The findings of the study show that the enforcement of internal marketing, market knowledge use, marketing communications and the organisation of marketing activities and their links to other company functions are the main drivers of a successful launch. The paper presents a la…

The impact of service bundles on the mechanism through which functional value and price value affect WOM intent

Purpose The purpose of this paper is to contribute toward the current limited understanding of service bundles by investigating how purchasers of combined product-service bundles (bundle customers) differ from those purchasing a product and associated service separately (non-bundle customers). Design/methodology/approach The hypothesized effects were tested on a representative sample of mobile phone subscribers in Finland, through a multi-group moderated analysis using variance-based structural equation modeling. Findings While functional value had a stronger effect on attitude for bundle customers, price value is a stronger determinant of attitude for non-bundle customers. There was no di…

Intention to use mobile customer relationship management systems

Purpose – The purpose of this paper is to investigate the behavioral intentions of business-to-business (B2B) sales managers to use mobile customer relationship management (CRM) systems in the course of their day-to-day activities. Design/methodology/approach – An extended Technology Acceptance Model (TAM) of mobile CRM system adoption is developed and tested with data from 105 international sales managers representing five B2B companies. Findings – The study extends the TAM framework with three additional constructs derived from mobile technology and sales force automation literature, namely personal innovativeness in the domain of IT, perceived risk, and perceived reachability. The model…

Barriers to the use of mobile sales force automation systems: a salesperson’s perspective

Purpose – The purpose of this paper is to examine the barriers associated with the adoption and use of mobile sales force automation (SFA) systems from a salesperson’s perspective. Design/methodology/approach – A qualitative investigation of two business-to-business companies was conducted. Data collected from ten semi-structured interviews with directors or sales managers were analyzed to understand the main barriers to SFA system adoption. Findings – The study confirms the existence of three barriers (customer knowledge, quality of information and the characteristics of mobile devices) to a mobile SFA system use and identifies two additional barriers: lack of time and optimization issues…

Customer Environmental Values and Their Contribution to Loyalty in Industrial Markets

Concern over the effect of industries on the natural environment is growing on a multitude of levels. This study examines the effects of how perceptions of (a) environmental values, (b) green image and (c) perceived value of industrial customers influence their loyalty towards suppliers in existing relationships, and how the length of B2B relationships may moderate these linkages. A conceptual framework is developed and data are collected from a global sample (N =121) of B2B customers. We find that both green image and perceived value have a direct positive link with customer loyalty and that environmental values are positively linked to the green image of the supplier. Moreover, the effect…

Mobile Customer Relationship Management: a communication perspective

Although communication has been investigated within relationship-oriented contexts, studies concerning communication within Customer Relationship Management (CRM) are scarce, especially when customer relationships are managed with the aid of the mobile medium. The purpose of this study is to increase general understanding of communication within the mobile context, in which the communicating parties are connected through the mobile medium. The authors present a model of the communication process within the mobile context based on a case study. The main results of the study indicate that the communication process within the mobile context differs significantly from the process through tradit…

Are Facebook brand community members truly loyal to the brand?

Investigates two Facebook brand communities and their relationship with loyalty.Community commitment is associated with community promotion behavior and loyalty.Community promotion behavior is associated with different types of loyalty.User activity in Facebook has little or no effect on brand loyalty. This study examines members of Facebook brand communities and tests the relationships between their commitment to the community and brand loyalty. A conceptual model on the linkages between brand community commitment, community promotion behavior and brand loyalty including attitudinal loyalty, repurchase intention and positive word-of-mouth (WOM) is developed and tested with two samples. Dat…

Customer relationship management: The evolving role of customer data

Purpose – Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM became a heavily company-oriented construct: customer data were used instrumentally to serve companies’ purposes. However, as companies increasingly shift attention from selling products to serving customers, traditional CRM activities, such as segmentation and cross-selling, may prove inappropriate owing to their inherent orientation towards selling more products to customers. The perspective on customer data usage needs to better address the strategic goal of serving customers. Consequently, the purpose …

What drives travelers' adoption of user-generated content? : A literature review

User-generated content (UGC) has become an important part of travel planning, as travelers evaluate travel products based on past reviews. However, different factors account for why tourists utilize UGC. The aim of this study is to review extant studies on UGC to identify the antecedents of UGC utilization for travel planning and the theories, models, and frameworks used in these studies. A total of 54 studies from 2005 to 2016 were found. This study found that UGC adoption is determined by attributes relating to the user, the source, the content, and response variables. It also found distinct and heterogeneous theories and frameworks mainly drawn from the information systems, socio-psychol…

Implications of the COVID-19 pandemic on market orientation in retail banking

AbstractThis qualitative study examines the implications of the COVID-19 pandemic on the implementation of market orientation (MO) in the context of retail banking. The findings show that MO was significantly reflected in the behaviors of banks upon encountering the COVID-19 situation, with the banks increasing their MO in response to the crisis. This study finds subcategories based on the empirical data that explain the implementation of MO in more detail. Overall, the findings provide valuable conceptual and managerial insights into the modus operandi of banks during a crisis and offer new best practices for the banking industry.

Exploring the nexus between financial sector reforms and the emergence of digital banking culture – Evidences from a developing country

Several financial and banking sector reform programs were instituted in different countries over the last three decades. The underlining purpose of these reforms was largely to improve banking sector supervision and regulation, introduce bank privatization mechanism, introduce clearance and settlement systems, infuse competition and to stimulate financial innovation. The objectives of this study are to 1) review the relevant published literature and market survey reports on the financial & banking sector reforms undertaken in Pakistan and elsewhere, 2) analyze how these reform programs develop digital banking culture and increase financial inclusion in the country and 3) guide future resear…

Factors influencing tourists’ intention to use COVID-19 contact tracing app

AbstractThe purpose of this study was to develop and test a model that explores the antecedents of tourists’ acceptance of COVID-19 contact tracing app (CTA). Data was obtained from a crowdsourcing platform (Pollfish), in which 400 respondents answered the questionnaire. We used SmartPLS to analyse the data. Results reveal that trust and structural assurance have the strongest relationship. Furthermore, the relationship between trust and destination safety was positive. Finally, self-efficacy moderated the relationship between trust and intention, implying that trust was stronger for tourists who have higher levels of self-efficacy. Recommendations are offered.

On Some Misconceptions Concerning Digital Banking and Alternative Delivery Channels

A great deal of conceptual confusion surrounds the notions of digital banking and innovative alternative delivery channels that support banking and other financial transactions globally. The authors contend that the concepts of digital banking and associated delivery channels are ambiguous and restrictive; their usability has been undermined and their purpose and objective have, to a large extent, been misunderstood. Against this backdrop, the authors offer an inclusive definition of digital banking and delivery channels and provide logical explanations of these terms that can benefit scholars, the telecommunication sector, the banking industry, policy makers, and service providers (in term…

A Cross-Cultural Study of Smartphone Adoption in Uzbekistan and South Korea

Smartphone technology has changed how mobile phones are perceived and used in daily life. In 2015, global smartphone sales reached 1.4 billion units, representing an increase of 14.4 percent from 2014. Despite this popularity, penetration rates vary significantly across countries, with a global median of 43%. The main purpose of this research is to examine smartphone adoption in Uzbekistan and South Korea based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and to categorize constructs according to the Kano model. The findings indicate significant differences between South Korea and Uzbekistan in terms of technology adoption as a whole and perception of UTAUT constructs.

How Relevant Are Risk Perceptions, Effort, and Performance Expectancy in Mobile Banking Adoption?

This article provides a comprehensive overview of the adoption process using evidence from m-banking adoption in Pakistan. A survey design was used and 189 responses were received from across Pakistan and analyzed using Smart PLS application. Findings suggest that research on the effect of risk in the adoption process remains inconclusive. Contrarily, consumers have overcome many fears due to the usefulness, indispensability, high security features, and effort expended in the use of financial services delivered through m-banking. Perceived risk's (PR) direct influence was found to be generally weak. However, PR plays a major role in the pre-adoption process because it's weak and direct inhi…

Drivers and outcomes of consumer engagement : Insights from mobile money usage in Ghana

Purpose The purpose of this paper is to examine the drivers of consumer engagement and its consequences via the experiences of mobile money services’ users in Ghana and to discuss its implications for the society, financial service innovation, delivery and operations. Design/methodology/approach A pre-tested survey instrument was used with a sample of 595 mobile money services users in Ghana. SmartPLS application was used to analyze the data and report findings. Findings The study shows that perceived risk, consumer empowerment, subjective norm, performance expectancy and effort expectancy influence the affect component of consumer engagement and explain around half of its variance. The ef…

Exploring Post-COVID-19 Branding Strategies of African Destinations

AbstractThe lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the post-COVID-19 branding strategies of four award-winning African destinations (South Africa, Kenya, Morocco, and Mauritius) and how they utilize social media to communicate their destination brand identities. We curated the tweets of the National Tourism Boards of the examined destinations from their official Twitter accounts and analyzed them using Atlas.ti. We found that each of the destinations uniquely identifies and communicates its destination’s competitive advant…

Consumption values and mobile banking services : understanding the urban-rural dichotomy in a developing economy

PurposeThis study develops a theoretical model of consumption values regarding the technology adoption of mobile banking (m-banking) services, with the financial service sector as the empirical context. This study aims to evaluate whether consumption values influence trust and intention. Furthermore, the authors explore how the consumer type (i.e. urban vs rural) differs in consumption values regarding adopting m-banking services.Design/methodology/approachThe data for this study were gathered from 246 responses collected from individuals living in a country with a developing market, using a survey instrument. The six study hypotheses were tested using partial least squares structural equat…

The role of fundamental motivations in willingness-to-pay online

Abstract This study aims to determine whether an understanding of chronic fundamental consumer motivations can help determine the mechanisms of willingness-to-pay for products online. To do so, it employs a simulated buying task on a fictional e-commerce site for a consumer product (branded either as a “new arrival” or a “classic”) to investigate the effects of two fundamental motivations (mate acquisition vs. self-protection) on willingness-to-pay for the product online. The primary focus of the paper to investigate the capacity of mate acquisition and self-protection motives to moderate the relationship between attitude toward the product and willingness-to-pay, as well as, the effects of…

A cultural comparison study of smartphone adoption in Uzbekistan, South Korea and Turkey

Smartphone popularity is increasing due to the technological advances that mean manufacturers can make more sophisticated devices, and telecommunication companies can provide better connections. Gartner reported that 403 million smartphones were sold in the fourth quarter of 2015, a 9.7% increase over the same period in 2014. It is a common perception that users tend to utilise advanced technology to increase productivity. However, there are studies indicating quite opposite or alternatively slow rates of adoption. To avoid this, companies invest in studying consumer behaviour. The purpose of the study is to examine the effects of drivers and cultural differences on smartphone acceptance in…

Social network brand visibility (SNBV) : Conceptualization and empirical evidence

Social media has become a new way of life that allows for real-time interaction among businesses (B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers are increasingly accessing and using social networking sites (SNS), making it imperative for businesses and organizations to have a presence on these platforms to enhance visibility. The main purpose of this chapter is to provoke an agenda on the study of social network brand visibility (SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary study. We further discuss implications for theory, research, and practice as well as the limitations and options for future r…

Negative eWOM and perceived credibility : a potent mix in consumer relationships

PurposeBased on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a consumer's previous shopping experience(s) and perceived credibility of negative online word-of-mouth (PCNWOM) leads to improved consumer–firm relationship quality (RQ).Design/methodology/approachThe authors utilised series of scenario-based experiments (N = 918) to test the research hypotheses.FindingsThe authors show that a focal customer's previous shopping experiences attenuate the perceived credibility of negative word-of-mouth on social media by other customers, which in turn weakens consumer–firm RQ. The au…

Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns

PurposeThe purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.Design/methodology/approachThe data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory varia…

How value and trust influence loyalty in wireless telecommunications industry

Despite making significant investments in enhancing the customer service experience, long-term customer loyalty remains an elusive dream for many service providers. Particularly in the telecommunications industry, switching providers even from within continuous contract relationships is easy and companies struggle to retain their customers. Trust and value are considered cornerstones of long-term relationships, so it is perhaps surprising that previous research on how relationship age and usage level actually affect value, trust and loyalty is inconclusive. The current research is set in the telecommunications services field and draws on a large-scale survey undertaken in Finland. The findi…

Continuous mobile banking usage and relationship commitment – A multi-country assessment

Although conducting banking transactions via mobile phones, smart phones and tablets has become popular in many countries, major gaps exist in our understanding of those who use this technology, particularly how experienced users perceive mobile banking. Drawing from the literature on mobile banking adoption, continuous usage behavior and post-adoption of technology behavior, the authors shed light on the nature of experienced mobile banking users’ relationship commitment (RC) with their bank and personal finances. The study reveals changes in commitment and shows that mobile banking offers substantial added value to users. Overall, this research will help managers better understand the imp…

Mobile Banking and Payment System : A Conceptual Standpoint

This study conceptualizes and proposes a well-regulated and designated mobile banking and payment system (MBPS) with the potential to strengthen the banking system, foster the regulatory framework, and to be integrated across various platforms and mobile devices. Unlike other mobile payment systems that lack convenience, scalability, and usability, the proposed MBPS contains several important functionalities and it has the potential to bring together hitherto unconnected industries—banking, Fintech and telecoms—to offer value-added services to their existing and potential customers. The ownership of the MBPS shall remain with the financial services sector including the banking and microfina…

Insights into online reviews of hotel service attributes: A cross-national study of selected countries in Africa

Online travel reviews are paramount to trip planning because they help consumers’ form images of destinations. Despite ample studies on hotel service attributes, knowledge is scarce regarding culturally nuanced attributes, including security perceptions. This study examines consumers’ perceptions of service attributes and security/safety concerns of hotels in Africa. Data were extracted from three hotel categories (3, 4, and 5-stars), which were based on TripAdvisor rankings from Egypt, Ghana, Kenya, Nigeria, and South Africa. A hybrid analysis revealed that hotel service attributes and security/safety are cardinal evaluation criteria for visitors to Africa. Additionally, our study reveals …

Combining Digitization with Healthcare Service Processes : Value Co-creation Opportunities Through Standard Work

The study explores some implications of digitized healthcare services for value co-creation opportunities and work standardization and introduces DARIO, a value co-creation model of digitized services. The key development is the model’s focus on service processes that emerge through standardized work, providing opportunities for value co-creation. The DARIO model seeks to combine the theory of value co-creation and operations through lean standard work. The digitization of healthcare services is typically discussed from technological, medical science or customer perspectives, but opportunities for professionals to participate or to perform in the value co-creation process are less widely st…

Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election

At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when…

Web Personalization : The State of the Art and Future Avenues for Research and Practice

Provide a review of current developments in web personalization.Show evolution toward more complex contextualized approaches.Identify research gaps in web personalization and in six specific research streams.Propose web personalization to be complemented with interpolated approaches. Although web personalization has been examined by earlier literature reviews, an updated analysis of recent advances in the field is needed. The authors extend prior reviews of web personalization by discussing current areas of interest, research gaps and future directions. A literature review of the top 20 marketing and information systems journals published during the period of 2005-2015 (May) shows active re…

AMOS (SPSS) -ohjelman käyttöohje (versio SPSS AMOS 22.0)

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent of the variance in brand …

The use of Web analytics for digital marketing performance measurement

This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of Web analytics, which offers companies a metrics system to measure digital marketing performance. By performing an in-depth investigation of the use of Web analytics in industrial companies, the study shows that an organization's efforts to use marketing metrics systems and the resulting outcomes cannot be understood without considering the reasoning behind the chosen metrics, the processing of metrics data, and the o…

The Effect of Consumer Local Engagement and Personal Values to Local Store Patronage

The question of why customers patronize small stores is important to academics and practitioners alike, but the perspective of rural and local retail patronage is understudied and underdeveloped (Pan and Zinkhan 2006; Brown and Dant 2006; Runyan and Droge 2008). Also, store patronage from the standpoint of local communities seems to have been only little investigated (Runyan and Droke 2008).

The role of negative and positive forms of power in supporting CSR alignment and commitment between large firms and SMEs

Do large firms exert power to shape the CSR behavior of their SME partners?” We answer this question by proposing a model built on the stakeholder theory and the shareholder theory, and go on to explain how this impact influences the commitment of the SME towards their large partner. The model highlights the central role that different forms of power exercised by the large firm play in the process. A survey of 291 SMEs confirms the key hypotheses, including the mediating role of reward power. The effects of coercive power are noteworthy and they illustrate the complex and competing forces at play in influencing CSR behavioral change in SMEs. The research makes a novel contribution to practi…

Customer Channel Preferences in the Finnish Banking Sector

Abstract This research examined a survey of 3,000 and indepth interviews of 30 financial customers who provided information regarding their usage of, and attitudes towards, financial distribution channels. Improvements in technology are facilitating the development of alternative delivery methods and channels, and this paper examines the implications both for customers and for banks. This study looks at customers' behavior and links it with their usage of financial distribution channels to determine if there are particular behavioral segments of customers who exhibit similar patterns of access to financial services. This should enable financial institutions to more efficiently market their …

Development and validation of the Perceived Investment Value (PIV) scale

This study aims to develop a complementary and more comprehensive measurement to assess the nature of investment value affecting consumers’ investment behavior. Recent research suggests that consumers may desire and obtain certain outcomes from investments that have not been anticipated in mainstream finance and economics literature. These benefits might be hedonistic or altruistic, self-expressive or emotional and experiential. Yet, while an increasing amount of attention has been paid to this topic, little effort has been made to develop an appropriate measurement scale for the subjective consumer perceptions of investments. To address this gap in the literature, this study introduces the…

Digital innovation & enterprise in the sharing economy: An action research agenda

Abstract In this digital era, Digital Innovation & Enterprise have emerged as a possible prescription in the sharing economy. Scholars have noted that digital innovation is transforming the technological landscape, entrepreneurial practices, and the behaviours, attitudes, and beliefs of consumers across the globe. This research note serves three purposes. First, it introduces digital innovation and enterprise as a fruitful area of research in the sharing economy. Second, it extends the agenda set by Yoo, Henfridsson, and Lyytinen (2010) on “new organising logics of Digital Innovation” to propose contemporary research questions for scholarly collaboration. Third, it attempts to move forward …

Consumer adoption of mobile technologies: a literature review

Although the total number of mobile subscriptions reached 6.8 billion worldwide (ITU, 2013) confirming in the process that mobile technology is widespread, academic literature has so far focused only on explaining adoption of mobile technology and services. This literature review analyses 67 studies from the period 2005-2013 and finds the following: a) most studies are quantitative in nature and come from Asia; b) the Technology Acceptance Model is the most used theory; c) future research should also utilise qualitative methods and examine the behavioural outcomes of mobile adoption instead of simply adoption in consumer markets. peerReviewed

Conceptualizing engagement in the mobile context

This conceptual study answers how engagement is defined and conceptualized in the mobile service/technology context. A systematic literature review was conducted in the fields of business and human-computer interactions to achieve this objective. The 22 studies included in the final analysis are classified into two categories that distinguish the main perspectives of mobile engagement. This study demonstrates that prior research has either conceptualized mobile engagement as a behavioral activity (i.e., using or interacting with mobile service/technology) or has perceived it holistically as customer engagement that occurs in a mobile environment. Based on the analysis, it is proposed that c…

A firm's activity in social media and its relationship with corporate reputation and firm performance

There is growing debate about whether companies’ investments in social media really pay off. This research attempts to contribute to this discussion by investigating the relationship between a firm’s social media activity and two outcomes, namely, company reputation and firm financial performance. Two propositions are developed based on theory and tested with a sample of 59 companies. The findings suggest that a firm’s social media activity is only partially linked with its financial performance and is not linked with corporate reputation. The implications of the research suggest that little is known about the relationships between a firm’s social media activity and corporate reputation and…

The effect of marketing communication on business relationship loyalty

Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) col…

How is the use of mobile money services transforming lives in Ghana?

Mobile money (MM) is considered a revolutionary phenomenon in the developing world and relies on basic mobile handsets capable of voice and SMS or text. This chapter assesses the potential of mobile phones as a delivery mechanism for financial services in Ghana. Based on the sample of 595 responses collected during the months of September and October, 2016, we investigated various consequences that influence the consumer decision-making process and continuous usage within the mainstream MM or micro-financial services. In total, six hypotheses were developed and tested. The results provided support for all the hypotheses. The key takeaway from this chapter is that MM service agent credibilit…

The role of digital channels in industrial marketing communications

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship c…

The Relationships Between Customer Brand Engagement in Social Media and Share of Wallet

This chapter investigates the motivational drivers of customer brand engagement in social media and examines the nature of the relationships between these drivers and engagement, as well as the relationships between brand engagement and share-of-wallet. In addition, we tested the moderating effect of the frequency of social media visits on the relationship between engagement and share-of-wallet. The hypothesized relationships were analyzed using an online survey of 818 members of one Facebook brand community. The results suggested that community exerts the strongest positive effect on customer brand engagement and that customer brand engagement positively influences SOW. The findings also i…

The Role of Electronic Channels in Micro-Sized Brick-and-Mortar Firms

The purpose of this study is to increase understanding of the role of electronic channels in micro-sized brick-and-mortar firms, which are just starting to utilize new channels in the promotion of their goods and services. With the use of a multiple case study method containing ten cases, the study first identifies external and internal factors affecting the adoption and use of e-channels in micro-sized firms. Secondly, the results propose, in line with previous literature, that different e-channel utilization levels can be identified. The paper provides both theoretical and managerial implications. peerReviewed

How do brand personality, identification, and relationship length drive loyalty in sports?

Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand person…

An adoption model for mobile banking in Ghana

The impact of social and cultural factors on the adoption of technology still requires much research. To investigate it more fully, we examine the reasons for the adoption and non-adoption of mobile banking in Ghana. Through a survey of 271 people in Ghana, it has been found that social and cultural factors in the form of perceived credibility, facilitating conditions, perceived elitisation and demographic factors do play a significant role in adoption decisions. It has been found that elitisation of technology and services can be a positive influence for adopters whilst being a negative influence for non-adopters. In addition, perceived credibility and facilitating conditions also influenc…

Hybrid Work: Gen Z Expectations and Internal Employer Branding Implications

Gen Z – also known as ‘Generation Z’ or ‘iGeneration’ born between 1997 and 2009 – has been hit the hardest by the pandemic and remote work. Whilst the global workforce will include nearly 27% of Gen Z by 2025, it appears essential to address their needs and preferences. This chapter provides new Gen Z white-collar workers’ insights hitherto scarce in research – comparably to those of Gen Z students – to help understand how to motivate, engage, and develop them. In particular, Gen Z's values and expectations for hybrid work emerge from 15 qualitative online interviews leveraged to advance recommendations to enhance internal employer branding – that is branding intended for the organisation’…

Internet banking adoption among mature customers: early majority or laggards?

Finland is a world leader in electronic banking, and over 39.8 percent of all retail banking transactions were made over the Internet in August 2000. Using the data of a large survey, we analyzed mature customers’ Internet banking behavior. Internet banking was the third popular mode of payment among mature customers. Household income and education were found to have a significant effect on the adoption of the Internet as a banking channel, so that over 30 percent of wealthy and well‐educated mature males make e‐banking their primary mode of making payments. Perceived difficulty in using computers combined with the lack of personal service in e‐banking were found to be the main barriers of …

The effects of mobile banking application user satisfaction and system usage on bank-customer relationships

This study examines mobile banking (m-banking) application usage in Finland by linking it with customer-bank relationship development. Specifically, we examine how usage is related to relationship commitment, overall satisfaction, intention to recommend the bank and future intentions to remain with the bank. A survey was used to collect data from experienced mbanking application users. In total, 273 valid responses were received. The results support the hypotheses and reveal that user satisfaction with m-banking application usage has a strong positive association with usage of m-banking applications. Usage, in turn, was positively related to all examined bank-customer relationship related v…

How perceived value drives the use of mobile financial services apps

Mobile information services have revolutionized business models and service delivery methods by facilitating consumer access to information and order placement via mobile apps. In developed markets, mobile banking (m-banking) and mobile payment (m-payment) applications have replaced text-based mobile services. However, extant research has not addressed these mobile financial services apps (MFSAs) adequately from the perspective of consumer behavior. Thus, the present study developed and tested a series of hypotheses related to the antecedents of perceived value of MFSA use; it also examined how such use affects the development of customers’ overall relationships with banks. Our hypotheses w…

Factors underlying attitude formation towards online banking in Finland

The study explored the effect of different factors affecting attitude formation towards Internet banking (online banking) in Finland. The purpose of this paper is to determine those factors that influence the formation of attitude towards Internet banking on the one hand, and their relation to the use of online banking services, on the other. To attain these, a large survey (1,167 responses) was carried out during the summer of 2000 in Finland. Attitude formation was studied by the use of a structural equation model. The results are expected to provide both theoretical and practical contributions in the area of electronic retail banking and understanding of consumer behaviour in the turbule…

Antecedents to permission based mobile marketing: an initial examination

PurposeThis paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers' willingness to participate in permission‐based mobile marketing. The model is to be tested empirically across three European countries and gender.Design/methodology/approachData are collected from surveys of consumers in Finland, Germany and the UK. The partial least squares (PLS) approach is utilised to test the model fit.FindingsThe main factor affecting the consumers' decision to participate in mobile marketing is institutional trust, which is a significant factor in all three countries and acros…

Making the most of information technology & systems usage: A literature review, framework and future research agenda

Literature review on information technology & systems (IT/S) from January 2000 to December 2014.Total 152 relevant articles were found and classified into four main domains.Literature on IT/S continuous usage lacks a clear roadmap and agenda.Most research conducted in East Asia and North America.Technology acceptance model (TAM) the most used theory. This detailed literature review has considered a relatively large quantity (152 total) of scholarly empirical publications, conference proceedings, books and popular market reports published over the last 15years, i.e., from January 2000 to December 2014, in the field of human continuous usage behavior and in the context of information technolo…

Medicine of the future: How and who is going to treat us?

Medicine’s ability to quickly respond to challenges raises questions from researchers, practitioners, and society as a whole. Our task in this study was to identify key and atypical current factors influencing the development of medicine and to predict the development of medicine in the short, medium, and long term. To implement our study, we selected 22 medical experts and applied the three-level Delphi method. The current trends caused by COVID-19 have a short-term impact, but they will launch other drivers that will transform the healthcare industry. Well-being technologies, data-informed personalization, and climate change will become key drivers for the development of medicine over the…

The Influence of Facebook Discussions on Purchase Intention and Word of Mouth

This chapter examines the influence of online consumer discussions on Facebook on purchase intention and word of mouth (WOM). Specifically, it attempts to determine whether Facebook discussions are perceived as credible and how these discussions are linked with behavioural intentions. The first part of this chapter presents a research model linking seven constructs. In the second part, we tested the research model and hypotheses with a sample of 151 consumers from one Facebook group for children’s shoe recommendations. Of the seven hypotheses tested, we found support for six. This chapter concludes by discussing the contributions of the study to both theory and practice, outlining the main …

Customer Value Framework and Recommendation Intention: The Moderating Role of Customer Characteristics in an Online Travel Community

The aim of this study was to develop and test a model that examined the interactions among the customer value framework, recommendation intention and customer characteristics in an online travel community (OTC). Data were obtained using Amazon Mechanical Turk from 251 members of an OTC as a sample. The partial least squares method was used to analyse the data. We found that all the variables of the customer value framework, including functional value, hedonic value and social value, were positively related to recommendation intention. In addition, using multi-group analyses, the study found differences between how different customer segments perceive each of the value dimensions and their e…

Mobile banking adoption: A literature review

Electronic commerce (e-commerce) continues to have a profound impact on the global business environment, but technologies and applications also have begun to focus more on mobile computing, the wireless Web, and mobile commerce. Against this backdrop, mobile banking (m-banking) has emerged as an important distribution channel, with considerable research devoted to its adoption. However, this research stream has lacked a clear roadmap or agenda. Therefore, the present article analyzes and synthesizes existing studies of m-banking adoption and maps the major theories that researchers have used to predict consumer intentions to adopt it. The findings indicate that the m-banking adoption litera…

Customer perceived value, satisfaction, and loyalty: the role of willingness to share information

This study proposes and tests an integrative model to examine the relationships among customers’ willingness to share information, satisfaction, perceived value, and loyalty in a retailing context. This study extends research on customers’ willingness to share information from trust and privacy concerns toward key outcome measures such as perceived value, customer satisfaction, and loyalty, and is thus among the first to model customers’ willingness to share information with companies in robust theoretical retailing frameworks. The proposed relationships were tested using data from two retailing contexts – groceries (N = 429) and do-it-yourself (DIY) (N = 895). Findings from the two samples…

Value co-creation in health care : insights into the transformation from value creation to value co-creation through digitization

This study explores the transformation of value creation into value co-creation and how the digitization of services plays a key role in this transformation within the health-care sector, which faces new challenges with the increasingly active role of the customer. Customers are becoming active participants in value co-creation and now have expectations based on their needs from the service. The objective of this study is to provide a more holistic view of the customer’s role and value cocreation within digital health-care services. This study emphasizes the necessity of the co-creation of value within the health-care sector and introduces a paradigm shift through the digitization of value …

Customer Engagement Enhancement on Instagram : Strategies for Small and Medium Enterprises

This study aims to examine the effects of visual aesthetics (i.e., classical and expressive) and lengths of textual information (LTI) on customer engagement (i.e., likes and comments) in the contexts of Instagram and small and medium enterprises (SMEs). Data were collected through the content analysis on Instagram, consisting of 1,147 posts, 758,462 likes, and 24,059 comments from 10 fashion SMEs in Indonesia. The results demonstrate that longer LTI can improve likes and comments. In relation to visual aesthetics, while independently it has no effect on likes and comments, it negatively affects likes when combined with medium and long LTI. Theoretically, this study extends content marketing…

Chatbot Adoption in Tourism Services: A Conceptual Exploration

Originality/value: This study is one of the earliest studies that advances firm-level adoption of chatbots by integrating two key organizational theories.

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…

Influence of Social Media on Corporate Heritage Tourism Brand

Heritage tourism is an established research canon. However, corporate heritage tourism is an emerging research stream that integrates the heritage tourism canon and corporate brand attributes. This study, utilising a conceptual approach and proposing a conceptual model, explicates the role of social media (marketer and consumer-generated media) in fostering a sense of community among the corporate heritage tourism brand adherents and visit intention among members of the community. In addition, this study incorporates social identity theory to dilate group dynamics and to foster strong feelings and sense of identity among its community. peerReviewed

Consumers' perceptions of mobile banking continuous usage in Finland and South Africa

This study examines continuous usage behaviour related to mobile banking (m-banking) among consumers living in Finland (FI) and South Africa (ZA). The study investigates three post-adoption behavioural consequences - namely, trust, satisfaction and word of mouth. Using purposeful sampling techniques, we found that trust plays a significant role in promoting continuous usage of m-banking. In general, the respondents reported high levels of trust in m-banking technology and were satisfied with the m-banking application and services. In addition, convenience, user friendliness and speed emerged as the main sub-topics related to satisfaction. In most cases, the convenience of using m-banking do…

Understanding technology diffusion in emerging markets

PurposeThe purpose of this paper is to use the consumer-based discrepancy theory to examine consumers’ behavioral motivations for using mobile devices and the factors that influence the rapid diffusion of Chinese mobile devices in Nigeria.Design/methodology/approachData were collected using focus group interviews with samples cutting across users, technicians and experts from Port Harcourt, Nigeria’s industrial capital. This study conducted a thematic analysis of the data with NVivo Pro 11 for deductive coding.FindingsThe authors found that weak regulatory environment opened the Nigerian mobile market to the influx of mobile devices from Chinese local manufacturers. Though largely absent in…

Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market

This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…

How to Engage Customers on TikTok?

This research investigates the effects of marketer-generated content (i.e., emotional and rational), sounds, and influencers on digital customer engagement (i.e., likes and shares) on TikTok. Data were collected from 10 Indonesian food and beverage brands. The results confirm that emotional content generates more likes and shares than rational (i.e., informational and transactional) content. Conversely, rational (i.e., informational and transactional) posts receive more likes and shares than emotional posts. Additionally, original sounds and influencers positively influence likes and shares. This study advances social media and content marketing literature in three ways. First, this researc…

The impact of consumer local engagement on local store patronage and customer satisfaction

This paper examines the drivers of local grocery retail patronage. Drawing on institutional and social network theory literature, we develop a framework to investigate how consumers’ personal values and engagement with local communities affect their satisfaction and local store patronage. We test our model with survey data on 1504 Finnish consumers. Our results show that the relationship between customer local engagement and local retail patronage is indirect rather than direct, and it is mediated by the vitality of local services, social interaction, and consumer satisfaction.

The antecedents and outcomes of online consumer brand experience

Websites are a remarkable cyber asset and a vital part of companies’ marketing communications and sales operations. This chapter discusses how online Consumer Brand Experience is created and affected by website qualities. We develop and test a research model concerning the antecedents and outcomes of Consumer Brand Experience with a sample of 202 respondents in Finland. The findings suggest that website appearance quality dimensions have a significant effect on evoking Consumer Brand Experience, whereas the technical quality dimension does not. Brand trust, electronic Word-of-Mouth intentions, and behavioural intentions are identified as outcomes of consumer brand experiences evoked by webs…

The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising

This chapter investigates the impact of gender and age on mobile marketing responsiveness among regular customers of Finnish night club chain. The study develops sixteen research propositions which are tested with a sample of 8578 members of the company’s permission- based, opt-in mobile advertising list . The results contribute to mobile marketing and technology acceptance literature in various ways. First, the authors find support for four out of eight gender related propositions. Second, five out of the eight age-related hypotheses are supported. The results further show that among opt-in customers, gender and age explain various antecedents of intention to engage in mobile marketing. Th…

Consumer engagement and behavioral intention toward continuous use of innovative mobile banking applications - A case study of Finland

This study tests the effects of users’ self-congruence and personal innovativeness on consumer engagement in the context of mobile banking (m-banking) and mobile payment (m-payment) applications. In addition, it examines the effects of engagement and perceived risk on continuous usage intention. We test our hypotheses with two convenience samples of users of m-banking and m-payment applications (total N=1516) using partial least squares structural equation modeling. The results show that a) selfcongruence positively influences all three types of consumer engagement, b) personal innovativeness has a small effect on cognitive processing and affection, c) affection and activation have a positi…

About time

Purpose The purpose of this paper seeks to develop a motivation-based complementary framework for temporally dynamic user preferences to facilitate optimal timing in web personalisation. It also aims to highlight the benefits of considering user motivation when addressing issues in temporal dynamics. Design/methodology/approach Through theory, a complementary framework and propositions for motivation-based temporal dynamics for further testing are created. The framework is validated by feeding back findings, whereas some of the propositions are validated through an experiment. Findings The suggested framework distinguishes two ways (identifying/learning and shifting) of using a motive-base…

Can TikTok Sound Enhance Tourism SMEs’ Engagement?

AbstractThis study explores the role of sound and its interaction with marketer-generated content (MGC) (i.e., emotional, informational, transactional) in influencing customer engagement (CE) (i.e., views and shares) in the context of tourism SMEs and TikTok. Content analysis was conducted to analyze data from 7 travel guide services in Indonesia. The final dataset comprised 660 TikTok videos, 4,092,289 views, and 10,920 shares. The results confirm that cover sound has no direct effect either on views or shares. Also, cover sound has no interaction effects with any MGC in impacting CE (i.e., views and shares). Individually, the MGC of emotional content has significant and positive effects o…

The Antecedents of Consumer-Generated Media Adoption for Travel Planning : A Literature Review

Salesperson adoption and usage of mobile sales configuration tools

PurposeThe purpose of this paper is to examine salespersons’ adoption and usage of mobile sales configuration tools (MSCT) and to identify areas for further development in this realm. Another objective is to offer a conceptualization of MSCT adoption.Design/methodology/approachFor this purpose, a qualitative case study approach was selected as the research method to better understand acceptance of a mobile configuration tool used by business-to-business (B2B) salespersons. Primary data were collected through semi-structured interviews, which included a series of open-ended questions to gain more detailed and contextual data.FindingsThe results obtained from the interviews indicated several …

The usage of digital marketing channels in SMEs

Purpose – The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing channels in SMEs. Design/methodology/approach – The data comprises semi-structured theme interviews in SMEs among 16 managers and 421 survey respondents in Central Finland. Findings – The results of this study reveal that SMEs seem not use the full potential of the new digital tools, and so are not deriving benefit from the opportunities they provide. Furthermore, the results also raise the question of whether SMEs have understood the fundamental change in the nature of communication brought about by di…

Video Recruitment : Online Perspectives and Implications for Employer Branding

Video recruitment—the use of videos at any point in the recruitment process—has surged among organizations as a strategy for hiring talent and operating in their respective fields amid the pandemic. In particular, video interviews have become mainstream at the assessment stage of the recruitment funnel to keep hiring workers in a remote context of work. Among job video interviews, the asynchronous type especially raised interest and concerns online. This chapter offers a novel and essential approach to the study of video interviews through the theoretical exploration of the crossover between HRM, marketing, and information technology, with the goal of uncovering several ways that employer b…

Adapting and validating scale of customer engagement in online travel communities

Increasing attention towards customer engagement has caused its measurement to remain a highly debated issue among scholars. This study adapts and validates measurement scales for customer engagement in Online Travel Communities. It builds on previous studies on scale development for customer engagement. Data were collected from 450 members of Online Travel Communities in eight countries: Australia, Canada, Hong Kong (Chinese territory), New Zealand, Singapore, South Africa, the United Kingdom and the United States of America. The process of adapting and validating the scale involved exploratory factor analysis, testing for differential item functioning, examination of item response theory,…

Antecedents of Market Orientation in The Banking Sector During Its Digital Transformation

Firms are under increasing pressure to remain relevant for their customers and need to rethink how to remain market-oriented in the digital age. This is evident in the banking sector where the traditional banks are gradually being challenged by digital native competitors and growing customer demands. Consequently, this study examines what it takes to be market oriented in the banking sector at the age of increasing digitalization. Specifically, we focus on developing the theory on the antecedents of MO and examine how banks can regain market orientation under changing market conditions. Although Market Orientation (MO) has been a widely studied concept that has been applied in numerous diff…

Brand love and positive word of mouth : the moderating effects of experience and price

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and b…