scholarly journals The Effectiveness of Electronic Integrated Marketing Communications on Customer Purchase Intention of Mobile Service Providers: The mediating role of customer trust.

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Dima Sawaftah
Keyword(s):  
Purchase Intention ◽  
Service Providers ◽  
Online Advertising ◽  
Sales Promotion ◽  
Mediation Effect ◽  
Equation Modeling ◽  
Mobile Service ◽  
Integrated Marketing ◽  
Customer Trust ◽  
The Impact

This study examines the impact of electronic integrated marketing communication (E-IMC) on customer buying intention. Furthermore, it explores the mediation effect of customer trust in the relationship between E-IMC and customer purchase intention. Empirical evidence was obtained from 277 mobile phone users in Palestine, and structural equation modeling applied. The findings of this study revealed that E-IMC positively impacts purchase intention. Further, each of E-IMC dimensions (online advertising, online sales promotion, and online relationship marketing) were also a significant predictor of purchase intention. The findings also revealed that the positive relationship between E-IMC and purchase intention is mediated by customer trust. We conclude with a theoretical contribution, managerial implications, limitations, and suggestions for future studies.

scholarly journals Effect of strategic leadership capabilities on the development of organizational citizenship behavior

2021 ◽  
Vol 19 (4) ◽  
pp. 97-109
Author(s):  
Bibi Zaheenah Chummun ◽  
Lizanani Nleya
Keyword(s):  
Organizational Commitment ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Service Providers ◽  
Mediation Effect ◽  
Citizenship Behavior ◽  
Strategic Leadership ◽  
Mobile Service ◽  
Strategic Leaders ◽  
The Impact

Committed employees always demonstrate their organizational citizenship behavior by offering services beyond their leaders’ expectations. They achieve their goals under the leadership of executives with the capabilities to guide the organization to the future. This study examines the impact of strategic leadership capabilities on organizational citizenship behavior in companies offering mobile services in Zimbabwe. To collect data, a survey research method is employed using a 5-point Likert scale questionnaire. Ninety-four questionnaires were randomly distributed to employees of three mobile service providers and a sector regulator in Harare province, Zimbabwe. Eighty-seven questionnaires were completed and returned. Data analysis follows a multiple regression method using the IBM SPSS v27 software to test hypotheses. The study also employs the Sobel test to investigate the mediation effect of organizational commitment on organizational citizenship behavior. Regression model results show that strategic leadership capabilities have a significant effect on organizational citizenship behavior. They further have a statistically significant effect on organizational citizenship behavior through organizational commitment. The results suggest that strategic leaders in the mobile phone sector in Zimbabwe should develop and strengthen strategic leadership capabilities to drive the commitment of their employees to encourage the development of organizational citizenship behavior. Committed employees will offer their services beyond their call of duty.

scholarly journals The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market

2019 ◽  
Vol 1 (4) ◽  
pp. 55-68
Author(s):  
Mustafa Tümer ◽  
Iman Aghaei ◽  
Yahya Nasser Eddine ◽  
Emrah Öney
Keyword(s):  
Social Media ◽  
Airline Industry ◽  
Purchase Intention ◽  
Global Economy ◽  
Structural Equation ◽  
Online Advertising ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
The Impact

The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.

The Impact of Contextual Offer on Purchase Intention Through Consumption Value in Mobile Service

2019 ◽  
Vol 17 (1) ◽  
pp. 30-38
Author(s):  
Sung-Hee Jang ◽  
Jae-Ik Shin
Keyword(s):  
Purchase Intention ◽  
Service Providers ◽  
Purchase Intentions ◽  
Location Based Services ◽  
User Needs ◽  
Mobile Service ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
The Impact ◽  
Consumption Value

Location-based services (LBSs) on the basis of the ubiquity and portability in mobile devices can play a useful role in fulfilling user needs such as convenience, social networking, and digital entertainment effectively and efficiently. Users of mobile LBSs filled out a survey, which produced 200 valid samples. The results of this study demonstrated that contextual offer positively informs utilitarian value and hedonic value. Since contextual offers have more influence on utilitarian value than hedonic value, this means that contextual offers should be based on developing a more utilitarian value. Second, consumption value positively affects purchase intentions. Purchase intention is more effected by hedonic value than utilitarian value. This implies that hedonic value is more important predictor of purchase intention in mobile LBSs. Thus, the service providers should put emphasis on strengthening contextual offer to improve purchase intentions through the consumption value of mobile LBSs. This study may deliver some useful implications to both research and practice.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

scholarly journals Maternal Distress/Coping and Children's Adaptive Behaviors During the COVID-19 Lockdown: Mediation Through Children's Emotional Experience

2020 ◽  
Vol 8 ◽  
Author(s):  
Serena Petrocchi ◽  
Annalisa Levante ◽  
Federica Bianco ◽  
Ilaria Castelli ◽  
Flavia Lecciso
Keyword(s):  
Structural Equation ◽  
Positive Emotions ◽  
Online Survey ◽  
Emotional Experience ◽  
Psychological Impact ◽  
Mediation Effect ◽  
Distance Measures ◽  
Maternal Distress ◽  
Equation Modeling ◽  
The Impact

The present study focused on the psychological impact that the lockdown due to coronavirus disease-19 (COVID-19) had on families in Italy. During the COVID-19 pandemic, the Italian government imposed a strict lockdown for all citizens. People were forced to stay at home, and the length of the lockdown was uncertain. Previous studies analyzed the impact of social distance measures on individuals' mental health, whereas few studies have examined the interplay between the adults' functioning, as parents, during this period and the association with the child's adjustment. The present study tested if maternal distress/coping predicts children's behaviors during the COVID-19 lockdown, hypothesizing a mediation effect via children's emotional experience. Participants were 144 mothers (Mage = 39.3, 25–52, SD = 5.6) with children aged 5–10 years (Mage = 7.54, SD = 1.6, 82 boys); mothers answered to an online survey. Results indicated that mothers with higher exposure to COVID-19 showed higher levels of distress and higher display of coping attitudes, even if in the structural equation modeling model, the COVID-19 exposure was not a predictor of mothers' distress. Compared with mothers with good coping skills, mothers with higher stress levels were more likely to attribute negative emotions to their children at the expense of their positive emotions. Moreover, children's emotions acted as mediators between maternal distress/coping and children's adaptive/maladaptive behaviors. In conclusion, it is important to support parents during pandemic emergence, by providing them with adequate information to manage the relationship with their children, to reduce their level of distress and to enhance their coping abilities.

scholarly journals An Empirical Study on the Impact of E-Commerce Live Features on Consumers’ Purchase Intention: From the Perspective of Flow Experience and Social Presence

Information ◽  
2021 ◽  
Vol 12 (8) ◽  
pp. 324
Author(s):  
Haijian Wang ◽  
Jianyi Ding ◽  
Umair Akram ◽  
Xialei Yue ◽  
Yitao Chen
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Focus Of Attention ◽  
Equation Modeling ◽  
Flow Experience ◽  
Live Broadcast ◽  
Modeling Data ◽  
The Impact

The COVID-19 pandemic and the continuous advancement of live e-commerce technology pushed the swift growth of live e-commerce in China. Based on the S–O–R theoretical framework, this study investigates the impact of live broadcast characteristics on consumers’ social presence and flow experience, along with their impact on the consumers’ consumption intention in live e-commerce scenarios through questionnaires. Using structural equation modeling, data processing and involvement were introduced as regulating variables. Host charm, interaction, and trust in the host exerted a significant positive impact on social presence. In addition, host charm and trust in host significantly affected flow experience, and social presence significantly affected flow experience. Both social presence and flow experience significantly affected consumption intention, while involvement affected all paths to some extent. Overall, this study illustrates the significance of host in live e-commerce, and consumers with low involvement should be the focus of attention in live e-commerce.

scholarly journals An Empirical Research on Factors Influencing Purchase Intention of Mobile Shopping

2018 ◽  
Vol 1 (6) ◽  
pp. 115
Author(s):  
Luo Yong ◽  
Li Shenghua
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Factor Model ◽  
Influencing Factor ◽  
Perceived Value ◽  
Equation Modeling ◽  
Flow Experience ◽  
Font Size ◽  
Mobile Shopping ◽  
The Impact

<p><span style="font-size: xx-small;">Based on the theory of Flow experience, this thesis combines the theory of perceived value with the theory of customer innovation, and constructs </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">the influencing factor model of Smartphone users’ </span></span><span style="font-size: xx-small;">purchase intention. The paper aims to understand <span style="font-size: xx-small;">the impact of Flow experience in the intention </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">of mobile shopping in China. To address this, an </span></span><span style="font-size: xx-small;">empirical study with 430 subjects was carried </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">out. It collected the data by questionnaire with 5-point Likert scale, and used SPSS.22.0 and AMOS.21 to encode and analysis the data by the </span></span><span style="font-size: xx-small;">method of factor analysis, descriptive statistics </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">and structural equation modeling. The results indicate that flow experience has a significant </span></span><span style="font-size: xx-small;">positive effect on the purchase intention of </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">mobile shopping, and customer innovation has a direct effect on flow experience which in turn </span></span><span style="font-size: xx-small;">impacts purchase intention. Furthermore, this </span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">study also reveals that perceived value influence mobile shopping deeply. </span></span></span></p><p><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><strong>Key words: </strong></span></span><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;"><span style="font-family: Trebuchet MS,Trebuchet MS; font-size: xx-small;">Mobile shopping </span></span></p>

scholarly journals The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Hoang Thi Phuong Thao ◽  
Lu Van Bao Long ◽  
Nguyen Le Thai Hoa
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Ho Chi Minh City ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Brand Positioning ◽  
Brand Knowledge ◽  
Organic Rice ◽  
The Impact

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

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