Journal of Theoretical and Applied Electronic Commerce Research

2025

Jump to: 2023, 2022, 2021

21 pages, 494 KiB

Open AccessArticle

Perceived Value, Consumer Engagement, and Purchase Intention in Virtual Influencer Marketing: The Role of Source Credibility and Generational Cohort

by Ningyan Cao, Normalisa Md Isa, Selvan Perumal and Chuanmei Chen

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 150; https://doi.org/10.3390/jtaer20020150 - 19 Jun 2025

Viewed by 995

Abstract

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement [...] Read more.

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement enhances perceived value and marketing effectiveness. Additionally, the moderating roles of source credibility and generational cohort remain underexplored. This study examines these relationships through a survey of 331 Chinese Generation Y and Z consumers, analyzed using structural equation modeling (SEM). The results show that informativeness, entertainment, and incentives positively influence purchase intention, while novelty has a negative effect. Consumer engagement drives purchase intention and enhances perceived value. Source credibility and generational cohort moderate these effects. When source credibility is low, novelty reduces purchase intention, while incentives increase it. High source credibility makes consumer engagement more influential. Informativeness enhances purchase intention among Generation Y, whereas Generation Z is more influenced by consumer engagement. This study extends research on advertising value and consumer engagement, offering insights for brands optimizing virtual influencer marketing strategies across different consumer segments. Full article

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23 pages, 1011 KiB

Open AccessArticle

How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism

by Maja Gulan, Yuanyue Feng, Gustave Florentin Nkoulou Mvondo and Ben Niu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 36; https://doi.org/10.3390/jtaer20010036 - 25 Feb 2025

Cited by 1 | Viewed by 3372

Abstract

Modern commercial organizations have started to embrace the metaverse platform as a new channel for marketing their products and services. As prominent brand representatives, virtual influencers are responsible for strengthening consumer–brand connections in the metaverse. However, the ways in which virtual influencers contribute [...] Read more.

Modern commercial organizations have started to embrace the metaverse platform as a new channel for marketing their products and services. As prominent brand representatives, virtual influencers are responsible for strengthening consumer–brand connections in the metaverse. However, the ways in which virtual influencers contribute to consumers’ brand fidelity and evangelistic behaviors remain unknown. To address this gap, this work explores the essential factors that impact consumers’ intention to trust virtual influencers in the metaverse, purchase the products that they promote, and engage in brand evangelistic behaviors. Specifically, a new framework is developed that integrates metaverse virtual influencers’ marketing efforts, perceived coolness, anthropomorphism, brand evangelism, and brand fidelity into a comprehensive conceptual research model. Survey results obtained from 713 respondents in the US demonstrate that marketing efforts, perceived coolness, and anthropomorphism positively influence brand evangelism. The findings also indicate that consumers’ brand fidelity encourages brand evangelism and mediates the relationship between virtual influencers’ features, marketing efforts, and consumers’ brand evangelistic behavior. This study’s significance lies in its focus on the evolving marketing dynamics in the metaverse. It considers how virtual influencers’ features and marketing efforts impact consumers’ brand-related attitudes and behaviors in the metaverse, offering valuable insights for the advancement of metaverse marketing research and practice. Full article

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2023

Jump to: 2025, 2022, 2021

15 pages, 3530 KiB

Open AccessArticle

Investigation of Web-Based Eye-Tracking System Performance under Different Lighting Conditions for Neuromarketing

by Doğuş Yüksel

J. Theor. Appl. Electron. Commer. Res. 2023, 18(4), 2092-2106; https://doi.org/10.3390/jtaer18040105 - 16 Nov 2023

Cited by 7 | Viewed by 2818

Abstract

The increasing popularity of neuromarketing has led to the emergence of various measurement methods, such as webcam-based eye-tracking technology. Webcam-based eye-tracking technology is noteworthy not only for its use in laboratories but also for its ability to be applied to participants online in [...] Read more.

The increasing popularity of neuromarketing has led to the emergence of various measurement methods, such as webcam-based eye-tracking technology. Webcam-based eye-tracking technology is noteworthy not only for its use in laboratories but also for its ability to be applied to participants online in their natural environments through a link. However, the complexity of e-commerce interfaces necessitates high performance in eye-tracking methods. This complexity and the applicability of webcam-based eye-tracking technology in various environments have raised research questions about how its performance changes depending on the type and location of lighting. To answer these questions, experiments were conducted with 30 users in two different experimental environments illuminated by artificial and natural methods, with the lighting from the left, right, and front. Participants were asked to focus on targets located in specially prepared graphics for the experiment. In the heatmaps obtained in the eye-tracking tests, the distance and angular difference between the focal point and the target point were measured using the polar coordinate system. The findings indicate that measurements taken with lighting coming from the center were more efficient in both natural and artificial lighting types and measurements taken under natural lighting performed 24% better than artificial ones. Web camera-based eye-tracking technology is a promising method. However, detailed statistical analyses have demonstrated that for complex interfaces like e-commerce, the position and type of lighting are crucial parameters. Full article

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21 pages, 1091 KiB

Open AccessArticle

How Streamers Foster Consumer Stickiness in Live Streaming Sales

by Yongbing Jiao, Emine Sarigöllü, Liguo Lou and Baotao Huang

J. Theor. Appl. Electron. Commer. Res. 2023, 18(3), 1196-1216; https://doi.org/10.3390/jtaer18030061 - 6 Jul 2023

Cited by 15 | Viewed by 4814

Abstract

Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers influence consumer stickiness. Based upon the theories of social support, social identification and consumer stickiness, this study investigates [...] Read more.

Streamers play a critical role in fostering consumer stickiness in live streaming sales. Thus, it is necessary to make clear the mechanism of how streamers influence consumer stickiness. Based upon the theories of social support, social identification and consumer stickiness, this study investigates the effects of consumers’ perceived emotional support, informational support, financial support, affectionate support and social network support from streamers on consumer–streamer identification, which in turn affects consumer–streamer stickiness and consumer–brand stickiness in live streaming sales settings. Based on the structural equation modeling analysis of 280 online questionnaires, using the software of Smart PLS 3.0, the results demonstrate that perceived emotional support, perceived informational support, perceived financial support and perceived affectionate support enhance consumer–streamer identification, thereby enhancing consumer–streamer stickiness and consumer–brand stickiness, and thus, consumer–streamer stickiness also enhances consumer–brand stickiness. This study not only extends the theories of live streaming sales, but also provides practical implications for enterprises’ improving consumer–streamer stickiness and consumer–brand stickiness in live streaming sales. Full article

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2022

Jump to: 2025, 2023, 2021

13 pages, 1003 KiB

Open AccessArticle

International Dynamic Marketing Capabilities of Emerging-Market Small Business on E-Commerce

by Kihyon Kim and Gyoogun Lim

J. Theor. Appl. Electron. Commer. Res. 2022, 17(1), 199-211; https://doi.org/10.3390/jtaer17010010 - 17 Jan 2022

Cited by 21 | Viewed by 7966

Abstract

For better export marketing strategies (EMS), companies mobilize their internal resources, which are managerial commitment, firm experience, and product uniqueness. However, Small businesses with constrained resources cannot be well explained with this view. So, more research on how small businesses come up with [...] Read more.

For better export marketing strategies (EMS), companies mobilize their internal resources, which are managerial commitment, firm experience, and product uniqueness. However, Small businesses with constrained resources cannot be well explained with this view. So, more research on how small businesses come up with EMS has been called for. To explain how resource-restricted firms rely heavily on entrepreneurs, this study adopted the concept of dynamic managerial capabilities (DMCs) and resource versatility to better explain small business exports. We analyzed small businesses in Mongolia with qualitative research methods, including interviews with entrepreneurs and support organizations, site visits, and group discussions. We suggest international dynamic marketing capabilities (IDMCs), which are entrepreneurial orientation, networking capability, and versatile dynamic capability for small businesses. Theoretical and managerial implications are discussed. Full article

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2021

Jump to: 2025, 2023, 2022

15 pages, 323 KiB

Open AccessArticle

Impact of Online Consumer Reviews on Amazon Books Sales: Empirical Evidence from India

by Kulwinder Kaur and Tejinderpal Singh

J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2793-2807; https://doi.org/10.3390/jtaer16070153 - 19 Oct 2021

Cited by 16 | Viewed by 9103

Abstract

This study aims to assess the effect of online reviews on online book sales performance in the Indian context. A sales rank was used as a proxy measure for sales. The total sample size was 2028 books from the ‘bestseller’ and ‘recent’ book [...] Read more.

This study aims to assess the effect of online reviews on online book sales performance in the Indian context. A sales rank was used as a proxy measure for sales. The total sample size was 2028 books from the ‘bestseller’ and ‘recent’ book categories on Amazon.in. Cross-sectional analysis and difference-in-difference analysis approaches were adopted for data analysis. The results revealed that online reviews shared by the Indian consumers impact books sales, as the consumers prefer to analyze the books on the basis of available online reviews before making their purchase decision. Overall, the results indicated that reviews had a positive impact on the sales in both book categories. Full article

22 pages, 735 KiB

Open AccessReview

Defining the Phygital Marketing Advantage

by Matt Johnson and Rob Barlow

J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2365-2385; https://doi.org/10.3390/jtaer16060130 - 14 Sep 2021

Cited by 47 | Viewed by 15519

Abstract

Interest in the application of phygital marketing to retail commerce has increased in recent years. Implicit in this excitement is the notion that physical experiences provide unique value above and beyond what can be offered via digital means, and therefore that combining the [...] Read more.

Interest in the application of phygital marketing to retail commerce has increased in recent years. Implicit in this excitement is the notion that physical experiences provide unique value above and beyond what can be offered via digital means, and therefore that combining the two can galvanize sales. However, the specific sources of this marketing potential remain undertheorized and the factors determining the appropriateness of such implementations remain unclear. Based on an extensive review of relevant literatures, we begin by considering a particularly important potential source of phygital marketing’s power. Specifically, we bring together findings from consumer psychology and neuroscience to provide a mechanistic account explaining how the combination of reduced “pain of payment”, facilitated by digital purchasing technologies, and the product attachment generated by real or simulated product experiences prior to purchase holds the potential to increase sales. We then propose a more general theoretical framework grounded on a review of primary and secondary research findings from consumer psychology and consumer neuroscience to explain the potential power of phygital marketing experiences, account for their unique value, and provide a platform for future research. The paper equips both academics and practitioners with a better and more scientific understanding of the practical dimensions of phygital commerce and lays a foundation for future enquiry. Full article

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38 pages, 560 KiB

Open AccessArticle

Methodical Aspects of MCDM Based E-Commerce Recommender System

by Aleksandra Bączkiewicz, Bartłomiej Kizielewicz, Andrii Shekhovtsov, Jarosław Wątróbski and Wojciech Sałabun

J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2192-2229; https://doi.org/10.3390/jtaer16060122 - 2 Sep 2021

Cited by 76 | Viewed by 8475

Abstract

The aim of this paper is to present the use of an innovative approach based on MCDM methods as the main component of a consumer Decision Support System (DSS) by recommending the most suitable products among a given set of alternatives. This system [...] Read more.

The aim of this paper is to present the use of an innovative approach based on MCDM methods as the main component of a consumer Decision Support System (DSS) by recommending the most suitable products among a given set of alternatives. This system provides a reliable recommendation to the consumer in the form of a compromise ranking constructed from the five MCDM methods: the hybrid approach TOPSIS-COMET, COCOSO, EDAS, MAIRCA, and MABAC. Each of the methods used contributes significantly to the final compromise ranking built with the Copeland strategy. Chosen MCDM methods were combined with the objective CRITIC weighting method, and their performance was presented on the illustrative example of choosing the most suitable mobile phone. A sensitivity analysis involving the

r_{w}

and

W S

correlation coefficients was performed to determine the match between the compromise ranking of the candidates and the rankings provided by each MCDM method. Sensitivity analysis demonstrated that all investigated compromise candidate rankings show high convergence with the rankings provided by the particular MCDM methods. Thus, the performed study proved that the proposed approach shows high potential to be successfully used as a central component of DSS for recommending the most suitable product. Such DSS could be a universal and future-proof solution for e-commerce sites and websites, providing advanced product comparison capabilities in delivering a recommendation to the user as a final ranking of alternatives. Full article

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19 pages, 1584 KiB

Open AccessArticle

Research on Influencing Factors of Service Interactive Experience of Digital Gas Station—The Case from China

by Fang Li and Younghwan Pan

J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2151-2169; https://doi.org/10.3390/jtaer16060120 - 31 Aug 2021

Cited by 4 | Viewed by 6007

Abstract

A series of digital marketing transformations have been carried out at Chinese gas stations. From the perspective of user experience, the article discovers the problems in the digital service system of gas stations. Through semi-structured interviews, we collect consumers’ actual usage of digital [...] Read more.

A series of digital marketing transformations have been carried out at Chinese gas stations. From the perspective of user experience, the article discovers the problems in the digital service system of gas stations. Through semi-structured interviews, we collect consumers’ actual usage of digital equipment and service systems. The research adopts grounded theory to encode qualitative data. The behavioral state and psychological needs of consumers in the driving situation are analyzed. The study clarifies the influence of consumer behavior status, service context process, key task difficulty, and service information visualization on service experience. The discovery of service problems in turn help to further optimize the digital service system. The constructed SITE model clarifies the key factors of user experience in the gas station scenario. The research findings can provide a theoretical reference and practical guidance for gas station business owners, managers, and designers. Full article

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22 pages, 2629 KiB

Open AccessArticle

How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective

by Feng Xu, Juan Tan, Lijun Lu, Shuaishuai Li and Lingui Qin

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1805-1826; https://doi.org/10.3390/jtaer16050101 - 5 Jun 2021

Cited by 20 | Viewed by 8024

Abstract

The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this [...] Read more.

The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation. Full article

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22 pages, 2327 KiB

Open AccessArticle

Pricing of Complementary Products in Online Purchasing under Return Policy

by Ata Allah Taleizadeh, Shima Rezvan Beydokhti, Leopoldo Eduardo Cárdenas-Barrón and Somayeh Najafi-Ghobadi

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1718-1739; https://doi.org/10.3390/jtaer16050097 - 2 Jun 2021

Cited by 14 | Viewed by 5653

Abstract

In online purchasing, customers may return products due to dissatisfaction with the quality of the product, and receive a refund based on the return policy, which is determined by online distributors. Online distributors can offer generous policies to attract more customers, but at [...] Read more.

In online purchasing, customers may return products due to dissatisfaction with the quality of the product, and receive a refund based on the return policy, which is determined by online distributors. Online distributors can offer generous policies to attract more customers, but at the cost of reducing total profits. In this paper, the effect of the pricing and quality of complementary products (products sold together with other items) in online selling under the return policy is investigated. For this purpose, a mathematical model is developed to obtain optimal values for selling price, refund amount, and quality of products. Based on analytical results, a solution algorithm is proposed to solve the numerical examples and perform sensitivity analysis. Findings reveal that, while increasing the sensitivity of demand with respect to the refund amount, the price, quality, and refund on returned products should be increased. In addition, the online distributor should increase the quality of products when customers are more sensitive to the quality of products. Among other results, the selling price is shown to be negatively affected by demand elasticity with respect to price. In this situation, the online distributor should reduce the quality level and the refund amount for returned products to avoid a sharp decline in profit. In addition, when the quality cost is high, the price and quality should be decreased and the refund amount unchanged. Full article

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13 pages, 1512 KiB

Open AccessReview

Trends and Future Research in Electronic Marketing: A Bibliometric Analysis of Twenty Years

by Peng Gao, Fanchen Meng, Mário Nuno Mata, José Moleiro Martins, Shahid Iqbal, Anabela Batista Correia, Rui Miguel Dantas, Abdul Waheed, João Xavier Rita and Muhammad Farrukh

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1667-1679; https://doi.org/10.3390/jtaer16050094 - 21 May 2021

Cited by 62 | Viewed by 9871

Abstract

Electronic marketing (eM) is a flourishing phenomenon that is gaining intense concern because of a significant impact on organizational performance. Over the past few decades, the relevance of eM has been observed in numerous fields (e.g., consumers, organizational strategy, advertisement, and overall philosophy [...] Read more.

Electronic marketing (eM) is a flourishing phenomenon that is gaining intense concern because of a significant impact on organizational performance. Over the past few decades, the relevance of eM has been observed in numerous fields (e.g., consumers, organizational strategy, advertisement, and overall philosophy of management to understand the insights globally). To effectively maneuver the field, all stakeholders, particularly academicians and practitioners, must comprehend the current position of the eM theory and practices for dynamic utilization. A systematic bibliometric analysis can serve this issue by providing a holistic view of the publication trend and its trajectory in terms of various themes, including citations and publication metrics. This study analyzes the bibliometric data from 2000 to 2019 to reveal the most productive countries, universities, authors, journals, and prolific publications in electronic marketing. To this end, VOS viewer software was used to visualize the mapping based on co-citation, bibliographic coupling (BC), and co-occurrence (CC). The primary addition of this research is to provide an overview of eM tendencies and paths that may help researchers know the tendencies and future research directions worldwide. Full article

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19 pages, 4968 KiB

Open AccessArticle

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

by Salvador Bueno and M. Dolores Gallego

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1612-1630; https://doi.org/10.3390/jtaer16050091 - 17 May 2021

Cited by 37 | Viewed by 10146

Abstract

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 [...] Read more.

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. Full article

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20 pages, 892 KiB

Open AccessArticle

The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective

by Jieun Lee and Ilyoo Barry Hong

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1517-1536; https://doi.org/10.3390/jtaer16050085 - 8 May 2021

Cited by 16 | Viewed by 7552

Abstract

Online reviews help consumers make informed product choices by serving as a valuable source of information for a buying decision. However, consumer’s situational constraints such as time pressure or purchase uncertainty negatively impact the way in which buyers evaluate and use online reviews, [...] Read more.

Online reviews help consumers make informed product choices by serving as a valuable source of information for a buying decision. However, consumer’s situational constraints such as time pressure or purchase uncertainty negatively impact the way in which buyers evaluate and use online reviews, reducing their effectiveness. This study examines the influence of situational constraints, namely perceived time pressure and purchase uncertainty, on consumers’ evaluation and use of online reviews for information search. This empirical study used an online survey to collect data from 560 Amazon Mechanical Turk users. Findings indicate that both perceived time pressure and perceived purchase uncertainty are positively associated with heuristic processing of online reviews but negatively associated with systematic processing of online reviews. Moreover, while both heuristic and systematic information processing increased buyers’ self-confidence in their purchase decisions, systematic processing led to greater buyer self-confidence than did heuristic processing. This study concludes with a discussion of practical and academic implications, as well as future research directions. Full article

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16 pages, 594 KiB

Open AccessArticle

The Role of TQMk in Increasing the Effectiveness of E-Marketing within the Jordanian Telecommunication Sector

by Mohammad Fahmi Al-Zyoud, Lu’ay Al-Mu’ani, Malek Alsoud and Anas Alsoud

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1353-1368; https://doi.org/10.3390/jtaer16050076 - 16 Apr 2021

Cited by 8 | Viewed by 4180

Abstract

The current study focused on examining the role of TQMk (Total Quality Marketing) in increasing the effectiveness of e-marketing within Jordanian telecommunication sector; TQMk included variables of service quality, market orientation and the customer-focused approach. A quantitative approach was adopted through utilizing a [...] Read more.

The current study focused on examining the role of TQMk (Total Quality Marketing) in increasing the effectiveness of e-marketing within Jordanian telecommunication sector; TQMk included variables of service quality, market orientation and the customer-focused approach. A quantitative approach was adopted through utilizing a questionnaire, which was distributed to 18 marketing and project managers within Jordanian telecommunication organizations (Zain, Umniah and Orange). Results of the study indicated that TQMk can have an influence in increasing the effectiveness and efficiency of e-marketing solutions within the organization and mainly within the social marketing and electronic marketing departments, through developing the variable of the customer-focused approach, which has the deepest influence on e-marketing approach’s effectiveness; it was followed by an influence of service quality, and the least influential factor was market orientation. The study recommended focusing on clients within the targeted markets through different aspects, including price, new products acceptance, customer behavior and purchase decision motivators. Full article

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14 pages, 529 KiB

Open AccessArticle

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

by Shuchi Gupta, Nishad Nawaz, Adel Abdulmhsen Alfalah, Rana Tahir Naveed, Saqib Muneer and Naveed Ahmad

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1217-1230; https://doi.org/10.3390/jtaer16050068 - 7 Apr 2021

Cited by 83 | Viewed by 17644

Abstract

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 [...] Read more.

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. Full article

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17 pages, 1525 KiB

Open AccessArticle

The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

by Guping Cheng, Jacob Cherian, Muhammad Safdar Sial, Grzegorz Mentel, Peng Wan, Susana Álvarez-Otero and Usama Saleem

J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 1025-1041; https://doi.org/10.3390/jtaer16040058 - 18 Mar 2021

Cited by 82 | Viewed by 16035

Abstract

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need [...] Read more.

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers. Full article

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17 pages, 1456 KiB

Open AccessArticle

Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

by Mohd Shuaib Siddiqui, Urooj Ahmad Siddiqui, Mohammed Arshad Khan, Ibrahim Ghazi Alkandi, Anoop Krishna Saxena and Jaziba Haroon Siddiqui

J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 1008-1024; https://doi.org/10.3390/jtaer16040057 - 13 Mar 2021

Cited by 91 | Viewed by 19312

Abstract

The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs [...] Read more.

The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs. Full article

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