Enhancing consumer engagement in e-commerce live streaming via relational bonds

2020 ◽  
Vol 30 (3) ◽  
pp. 1019-1041 ◽  
Author(s):  
Mingyao Hu ◽  
Sohail S. Chaudhry
Keyword(s):  
Relationship Marketing ◽  
Affective Commitment ◽  
Structural Model ◽  
Empirical Studies ◽  
Measurement Model ◽  
Live Streaming ◽  
Consumer Engagement ◽  
Content Type ◽  
Online Marketplace ◽  
Practical Implications

PurposeEnhancing consumer engagement in e-commerce live streaming is critical for e-commerce operators to build relationships and create consumer loyalty. Using the stimulus–organism–response model and theories from relationship marketing, the authors develop and test an integrative conceptual framework that combines various relational bonds, affective commitment, and consumer engagement.Design/methodology/approachUsing 327 valid responses from consumers of Taobao Live, the authors employed the software Mplus7.0 to evaluate the measurement model and the structural model.FindingsThe results empirically demonstrate that social and structural bonds positively affect consumer engagement directly and indirectly via affective commitment, while financial bonds have only an indirect effect via affective commitment on consumer engagement.Practical implicationsThe findings provide useful insights for e-commerce operators, who should invest in establishing relational bonds and stimulating affective commitment to improve consumer engagement.Originality/valueThis study adds to e-commerce research by being one of the first empirical studies on e-commerce live streaming, extends the marketing literature by integrating different relational bonds as antecedents of consumer engagement from the relational perspective, and enriches the affective commitment literature by distinguishing commitment to the online marketplace from commitment to the broadcaster.

Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Young Kyu Kim ◽  
Mark Yi-Cheon Yim ◽  
Eunjin (Anna) Kim ◽  
William Reeves
Keyword(s):  
Social Media ◽  
Empirical Studies ◽  
Self Report ◽  
Construal Level ◽  
Green Product ◽  
Consumer Engagement ◽  
Content Type ◽  
Message Strategy ◽  
Self Construal ◽  
Practical Implications

Purpose Given that many consumers are skeptical about environmentally based advertising campaigns, the purpose of this study is to propose an optimized message strategy to facilitate consumer engagement with green messages in social media contexts. Design/methodology/approach Four empirical studies are conducted using self-report questionnaires to test proposed hypotheses with a focus on the interplay between claim specificity and benefit appeals in green advertising on social media. Findings The current study examines the interaction effects of claim specificity and benefit appeals on consumer engagement in social media. Specifically, the results reveal that when the message claim is abstract, using other-benefit appeals produces more positive consumer engagement than using self-benefit appeals. Moreover, the results illustrate that self-enhancement motivates consumers to engage with green product advertising messages when the advertising appeal is abstract and the advertising message is associated with benefits for others. Finally, it is found that consumers’ self-construal level moderates the interaction effect of claim specificity and benefit appeals type on consumer engagement on social media. Practical implications This paper has practical implications to both social media managers and advertisers in the green product industry: a match with advertising claim specificity and construal level (i.e. social distance: self-benefit vs other-benefit) should be ensured to increase consumer engagement on social media. In addition, self-enhancement and self-construal should be considered for a better message strategy in social media contexts. Originality/value The findings make important contributions to the literature in that we extend the applications of construal level theory to social media contexts as a valid theoretical tool to identify optimized green message strategies. As such, it provides future researchers and practitioners in the domain of green campaigns with useful guidelines to boost more consumption of green products.

Investigating determinants of youth's intentions of seeking microcredit in the post-conflict era

2014 ◽  
Vol 26 (4) ◽  
pp. 579-601 ◽  
Author(s):  
Charles Jebarajakirthy ◽  
Antonio C. Lobo ◽  
Chandana Hewege
Keyword(s):  
Sri Lanka ◽  
Structural Model ◽  
Measurement Model ◽  
Cross Sectional ◽  
Content Type ◽  
Post Conflict ◽  
Bottom Of Pyramid ◽  
Post War ◽  
Affected Country ◽  
Practical Implications

Purpose – Bottom of pyramid market (BOP) has gained attention of researchers and marketers in recent years. The BOP market comprises many segments, however, little is known about purchase behaviour in BOP market or segments therein. The purpose of this paper is to investigate youth's intentions of seeking microcredit in the post-war era that are an integral part of BOP market. Design/methodology/approach – The sample comprised 1,250 youth aged 18 and above from Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, a structural model was run to test hypotheses. Findings – Positive affect, subjective norms and entrepreneurial desire enhanced intentions of seeking microcredit, whereas perceived deterrents negatively influenced those intentions. Perceived benefits, perceived behavioural control and knowledge of microcredit did not have significant effects on these intentions. Research limitations/implications – This study was conducted in one war-affected country, Sri Lanka. Also, data were cross-sectional. Hence the model needs replication amongst youth in other post-conflict contexts and with longitudinal data. Practical implications – Findings of this study would be of use to market microcredit to youth in post-conflict era and other segments of BOP. Originality/value – A unique purchase behavioural model is suggested to enhance youths’ intentions of seeking microcredit in the post-war era, a segment within the BOP market. This study can contribute to purchase behaviour literature in identified contexts.

A model of idiosyncratic deal-making and attitudinal outcomes

2016 ◽  
Vol 31 (3) ◽  
pp. 642-656 ◽  
Author(s):  
Violet T. Ho ◽  
Amanuel G. Tekleab
Keyword(s):  
Turnover Intention ◽  
Affective Commitment ◽  
Strong Relationship ◽  
Public University ◽  
Content Type ◽  
Member Exchange ◽  
The Relationship ◽  
Industry Experience ◽  
Deal Making ◽  
Practical Implications

Purpose – The purpose of this paper is to disentangle the relationship between the request of idiosyncratic deals (i-deals) and the receipt of such deals, and investigate the moderating roles of human capital (gender and industry experience) and social capital (leader-member exchange (LMX)) in this relationship. Attitudinal outcomes of i-deals receipt are also examined. Design/methodology/approach – Data were collected from 244 alumni of a Midwestern public university. Findings – The positive relationship between i-deals request and receipt was stronger at higher than at lower levels of LMX. Receiving i-deals was related positively to job satisfaction and affective commitment, and negatively to turnover intention. Research limitations/implications – The authors provide a nuanced perspective of i-deals by separating employees’ request from their receipt of i-deals, and identifying contingent factors that determine whether i-deal requests are successful. Practical implications – For employees, cultivating a strong relationship with one’s supervisor can yield benefits that extend to i-deals negotiation. Providing i-deals to deserving workers can boost employees’ work attitudes. Originality/value – Previous studies have operationalized the i-deals construct as requesting and receiving the deal, thereby excluding the possibility that employees may have requested but did not receive the i-deal. This is one of the first studies to disentangle these two concepts, thereby providing a more balanced and representative view of i-deal-making in organizations.

Value co-creation in the B2B context: a diagnosis of knowledge management based on multiple case studies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrei Bonamigo ◽  
Camila Guimarães Frech ◽  
Ana Carolina Custódio Lopes
Keyword(s):  
Empirical Studies ◽  
Structured Interviews ◽  
Content Type ◽  
Knowledge Based ◽  
Multiple Case ◽  
Multiple Case Studies ◽  
Knowledge Asymmetry ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to empirically investigate how organizations delivering services in business-to-business relations deal with the boundary paradox and knowledge asymmetry in value co-creation. Design/methodology/approach This study adopted a qualitative multiple case study strategy. Datas were gathered through 13 semi-structured interviews that were then analyzed through the content analysis. Findings The authors identified three mechanisms that organizations use to deal with the boundary paradox and two strategies to handle the knowledge asymmetry. Research limitations/implications First, no opportunities were afforded to involve more participants. Second, owning to confidentiality reasons, not all organizations provided us documents to be analyzed. Practical implications The findings guide managers in balancing the use of contracts and trust in inter-firm collaborations and fostering the learning of customers. Also, insights to protect knowledge based on the paradox of openness in value co-creation. Originality/value This study’s findings address the gap in value co-creation literature concerning the lack of empirical studies.

Innovation with flow at work: exploring the role of servant leadership in affecting innovative work behavior through flow at work

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Mumtaz Khan ◽  
Muhammad Shujaat Mubarik ◽  
Syed Saad Ahmed ◽  
Tahir Islam ◽  
Essa Khan
Keyword(s):  
Servant Leadership ◽  
Structural Model ◽  
Measurement Model ◽  
Work Behavior ◽  
Content Type ◽  
Innovative Work Behavior ◽  
Mediating Role ◽  
Innovative Work ◽  
Flow At Work

PurposeThis study aims to ascertain the role of servant leadership in inducing flow at work. The study, along with confirming the relation between flow at work and innovative work behavior (IWB), intends to explore the mediating role flow at work plays in relating servant leadership to IWB.Design/methodology/approachThe data collection was conducted through an interviewee-administered questionnaire in three waves that were four weeks apart. The data were collected from 267 respondents. To run the measurement model and structural model, Smart-PLS was used, and Statistical Product and Service Solutions (SPSS) was used to summarize the demographic information and conduct hierarchal regression.FindingsServant leadership is related to flow at work. Additionally, flow at work is related to IWB. Finally, flow at work mediates the relationship between servant leadership and IWB.Originality/valueThe study found servant leadership is related to flow at work. Moreover, the study unearthed the relation between flow at work and IWB. Finally, the study unveiled that flow at work acts as a mediator between servant leadership and IWB.

Transforming the scope of the bank through fintechs: toward a modularized network governance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Piotr Łasak ◽  
Marta Gancarczyk
Keyword(s):  
Organizational Design ◽  
Banking Sector ◽  
Transaction Cost Economics ◽  
Empirical Studies ◽  
Theoretical Framework ◽  
Network Governance ◽  
Content Type ◽  
Ict Adoption ◽  
Conceptual Foundations ◽  
Practical Implications

PurposeThe aim of this paper is to develop a theoretical framework of the transformation of the bank's scope driven by fintechs.Design/methodology/approachThe conceptual foundations for a comprehensive transformation of the bank governance through financial technologies (fintechs) are underexplored. In order to develop such foundations, the authors adopt transaction cost economics (TCE), the concepts of external enablers and a modular organizational design, as well as a systematic literature review.FindingsThe results point to three scenarios of the banks' scope, depending on the adopted technological mechanisms and related effects that change the characteristics of organizational activities, justifying new bank boundaries. The most advanced application of fintechs results in a modularized network scenario leading to the emergence of financial ecosystems.Research limitations/implicationsThe proposed micro-perspective of decisional rules in an individual organization is unique in the current literature that predominantly focuses on the banking sector at large. The identified scenarios are valuable for solid theoretical and empirical grounding and can be further exploited in decision simulations and empirical studies.Practical implicationsThe proposed theoretical framework points to the rationales and consequences of adopted technologies for the boundaries of a bank organization.Originality/valueThis paper provides three contributions to the literature on technology-driven transformations of organizations with a focus on banks. First, the authors elaborate a theoretical framework for establishing the bank's boundaries in response to the expansion of financial technologies. Second, the authors add to the knowledge accumulation in the area of organizational transformations based on the ICT adoption, in particular, to the literature on the modular organizational design. Third, the authors contribute to the decision-maker practice by proposing the alternative options of banks' scope transformed through fintechs.

Drivers, types and value outcomes of customer-to-customer interaction

2018 ◽  
Vol 28 (6) ◽  
pp. 710-732 ◽  
Author(s):  
Kristina Heinonen ◽  
Elina Jaakkola ◽  
Irina Neganova
Keyword(s):  
Customer Value ◽  
Empirical Studies ◽  
Service Research ◽  
Future Research ◽  
Content Type ◽  
Integrative Framework ◽  
Customer Interaction ◽  
Interaction Research ◽  
Practical Implications

PurposeCustomer-to-customer (C2C) interaction plays a significant role in service. The purpose of this paper is to identify the drivers that motivate customers to interact with other customers, the interactions through which customers affect other customers and the value outcomes of C2C interactions for the participants.Design/methodology/approachThe paper is based on a systematic literature review of C2C interactions. The authors analyzed 142 peer-reviewed articles to synthesize existing knowledge about C2C interactions. A generic value framework is used to categorize earlier research and reveal areas for further research.FindingsThe main outcome of this study is an integrative framework of C2C interaction that bridges C2C interactions and customer value. The findings indicate customer-, firm- and situation-induced drivers of C2C interactions. Outcome- and process-focused C2C interactions are identified to result in functional, emotional and social value outcomes. Avenues for additional research to explore issues related to current technology-saturated service settings are proposed.Research limitations/implicationsThe paper proposes an agenda for future research to extend the C2C interaction research domain and explore how such interactions create value for the customer. The role of the service provider is not explicitly addressed but is an important area for further research.Practical implicationsCompanies can use the framework to understand how they can become involved in and support beneficial C2C interaction.Originality/valueThis paper reviews empirical studies on C2C interaction, offering a systematic review of C2C interaction and producing an integrative framework of C2C interaction. It identifies a research agenda based on the framework and on topical issues within service research and practice.

scholarly journals The lifecycle of heuristics as managerial proverbs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Radu Atanasiu
Keyword(s):  
Systematic Review ◽  
Process Model ◽  
Empirical Studies ◽  
Relevant Literature ◽  
Theory Approach ◽  
Process Step ◽  
Content Type ◽  
Management Framework ◽  
Conceptual Paper ◽  
Practical Implications

PurposeThis paper proposes a theory-based process model for the generation, articulation, sharing and application of managerial heuristics, from their origin as unspoken insight, to proverbialization, to formal or informal sharing, and to their adoption as optional guidelines or policy.Design/methodology/approachA conceptual paper is built using systematic and non-systematic review of literature. This paper employs a three-step approach to propose a process model for the emergence of managerial heuristics. Step one uses a systematic review of empirical studies on heuristics in order to map extant research on four key criteria and to obtain, by flicking through this sample in a moving-pictures style, the static stages of the process; step two adapts a knowledge management framework to yield the dynamic aspect; step three assembles these findings into a graphical process model and uses insights from literature to enrich its description and to synthesize four propositions.FindingsThe paper provides insights into how heuristics originate from experienced managers confronted with negative situations and are firstly expressed as an inequality with a threshold. Further articulation is done by proverbialization, refining and adapting. Sharing is done either in an informal way, through socialization, or in a formal way, through regular meetings. Soft adoption as guidelines is based on expert authority, while hard adoption as policy is based on hierarchical authority or on collective authority.Research limitations/implicationsThe findings are theory-based, and the model must be empirically refined.Practical implicationsPractical advice for managers on how to develop and share their portfolio of heuristics makes this paper valuable for practitioners.Originality/valueThis study addresses the less-researched aspect of heuristics creation, transforms static insights from literature into a dynamic process model, and, in a blended-theory approach, considers insights from a distant, but relevant literature – paremiology (the science of proverbs).

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

The effect of clustering on competitiveness improvement in Hebron

2017 ◽  
Vol 28 (5) ◽  
pp. 631-654 ◽  
Author(s):  
Ibrahim M. Awad ◽  
Alaa A. Amro
Keyword(s):  
Structural Equation ◽  
Structural Model ◽  
Model Building ◽  
Measurement Model ◽  
Background Information ◽  
Equation Modeling ◽  
Future Research ◽  
Research Model ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to map the cluster in the leather and shoes sector for improving the competitiveness of the firms. Toward this end, the study is organized to examine the impact of clustering on competitiveness improvement. The influence of competitive elements and performance (Porter’s diamond) and balanced score card was utilized. Design/methodology/approach A random sample of 131 respondents was chosen during the period from May 2016 to July 2016. A structural equation modeling (SEM) analysis was applied to investigate the research model. This approach was chosen because of its ability to test casual relationships between constructs with multiple measurement items. Researchers proposed a two-stage model-building process for applying SEM. The measurement model was first examined for instrument validation, followed by an analysis of the structural model for testing associations hypothesized by the research model. Findings The main findings show that there is a unidirectional causal relationship between improvements of performance and achieve competitiveness and also reveal that the Palestinian shoes and leather cluster sector is vital and strong, and conclude that clustering can achieve competitiveness for small- and medium-sized enterprises. Research limitations/implications Future research can examine the relationship between clustering and innovation. The effect of clustering using other clustering models other than Porter’s model is advised to be used for future research. Practical implications The relationships among clustering and competitiveness may provide a practical clue to both, policymakers and researchers on how cluster enhances economic firms such as a skilled workforce, research, development capacity, and infrastructure. This is likely to create assets such as trust, synergy, collaboration and cooperation for improved competitiveness. Originality/value The findings of this study provide background information that can simultaneously be used to analyze relationships among factors of innovation, customer’s satisfaction, internal business and financial performance. This study also identified several essential factors in successful firms, and discussed the implications of these factors for developing organizational strategies to encourage and foster competitiveness.

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