Issue #2 (Volume 20 2024)
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Articles13
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41 Authors
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78 Tables
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29 Figures
- advertising
- artificial intelligence
- Chinese consumer behavior
- collectivism
- competitive advantage
- consumer behavior
- consumer trust
- content marketing
- conversion behavior
- cosmetics industry
- coupon proneness
- credibility
- customer
- customer-to-customer interaction
- customer engagement
- customer sentiment
- data-driven strategies
- destination attachment
- destination image
- digital coupons
- digital influence
- digital transformation
- emotional attachment
- ethnocentrism
- foreign product
- Generation Z
- Ha Long Bay
- health
- individualism
- Indonesia
- last-mile delivery
- live streamers
- LOHAS
- machine learning
- marketing
- marketing analytics
- materialism
- memorable tourism experiences
- micro-influencers
- national identity
- offline visit decision
- out-of-the-box
- perceived behavioral control
- perceived value
- product
- pull-push-mooring framework
- purchase
- purchase decisions
- purchase intention
- repurchase intention
- revisit intention
- service
- sharing travel experiences
- social influence
- social media
- social media marketing
- sports brand
- status consumption
- strategic alliance
- structural equation modeling
- sustainability
- technology acceptance model
- technology adoption
- tourist behavior
- trust
- trustworthiness
- usage intention
- virtual reality
- virtual reality experience
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Bibliometric insights into the evolution of digital marketing trends
This bibliometric analysis aims to delineate the progression of research in the domain of digital marketing by examining 513 English-language articles published in Scopus during the period of 2003–2024. An examination of scholarly productivity indicates an upward trend, as evidenced by the increase in publications from one in 2003 to 115 in 2022 and citations from 79 in 2003 to 1131 in 2021, as determined by keyword, citation, and authorship analyses. A review of citation patterns reveals that publications with significant impact are primarily found in prestigious academic journals, such as Industrial Marketing Management and International Journal of Research in Marketing. Prominent contributors hail from Jordan, Finland, Spain, the United Arab Emirates, and Saudi Arabia; among other regions – the United States, the Middle East, Europe, and Asia. Keyword analysis revealed an emphasis on emerging technologies such as artificial intelligence and traditional digital marketing techniques (e.g., social media, content marketing, internet marketing). Co-occurrence theme analysis highlighted digital marketing strategy, digital marketing audiences, the digital transformation of business and marketing, and the acceleration of digital adoption as a result of COVID-19. Further areas of investigation encompass optimizing the utilization of emergent social media platforms, implementing virtual and augmented reality technologies to enhance the customer experience, and capitalizing on the potential of artificial intelligence and machine learning to augment the efficacy of digital marketing. By utilizing data-driven insights, this study offers guidance for curricular enhancements, scholarly agendas, and digital marketing practice.
Acknowledgment
The author thanks everyone who helped make this study possible, but especially those at the Ho Chi Minh University of Banking, Vietnam. -
Investigating the role of individualism/collectivism as underlying motives and status consumption as a behavioral outcome of LOHAS: Focusing on the moderating effect of materialism
During the recovery from a global pandemic, people around the world remain committed to adopting healthier and more sustainable lifestyles. LOHAS stands for lifestyle of health and sustainability. LOHAS, as a premium lifestyle, is well incorporated into the capitalistic market through exclusive consumption choices. This study uses the means-end-theory of lifestyle to focus on individualism and collectivism as underlying values of LOHAS and status consumption as its behavioral outcome and explores the moderating effect of materialism. To determine the internal motives and behaviors of the targeted population with a LOHAS lifestyle, 204 survey data from general U.S. consumers between the ages of 18 and 65 were collected. The data were analyzed by PLS-3.0. The results indicate the hybrid attribute of the LOHAS lifestyle such that both individualism and collectivism are positively related to LOHAS. This indicates that LOHAS consumers take a holistic approach to their lives by promoting harmony across different life aspects and recognizing an interconnectedness between personal health and well-being and environmental sustainability. LOHAS is positively associated with status consumption, indicating its upscale consumption selections. Finally, materialism positively moderates the relationship between LOHAS and status consumption.
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Factors affecting consumer intentions and actual behavior: A case of food delivery applications
Customers and food vendors communicate directly through mobile devices. Consumers easily purchase pre-prepared meals via food delivery applications, no matter where they are, even at the convenience of their residences. Therefore, this paper aims to analyze the determinants that affect customers’ propensity to purchase and their actual behavior in the setting of food delivery applications. The impact that subjective norms have on consumers’ attitudes toward food ordering via food delivery applications is also examined. The theory of reasoned action and prospect theory are the two basic theories that this study draws on. A convenience sample approach was used to gather data from 288 consumers in Vietnam who placed meal orders using food delivery applications. The data collection was conducted using Google Forms. The results indicated that consumers’ attitude toward purchasing food via food delivery applications positively influenced their buying propensity (β = 0.191, p = 0.001). Similarly, the findings also highlighted that consumers’ subjective norm positively affected both their attitude (β = 0.417, p = 0.000) and their inclination to purchase (β = 0.258, p = 0.000). Likewise, discount framing emerged as the most influential factor affecting purchase intentions (β = 0.262, p = 0.000). Furthermore, customers’ intentions significantly contributed to their actual behavior in acquiring pre-prepared meals through food delivery applications (β = 0.556, p = 0.000). Ultimately, the study offered suggestions for executives, identified limits, and proposed avenues for future research.
Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study. -
Repurchase intention in sports brand industry in China: Attributes of live streamers and customer-to-customer interaction of live streaming e-commerce
Wang Hui Li , Sany Sanuri Mohd Mokhtar , Azanin Ahmad doi: http://dx.doi.org/10.21511/im.20(2).2024.04The rapid growth of live streaming e-commerce is hindered by its high rate of product returns, which poses a challenge to its long-term sustainability. Specifically, clothes shoppers account for 30% of all sales made during live broadcasts. This study aims to evaluate the impact of live streaming e-commerce on repurchase intention in the sports brand industry in China. The paper used quantitative research methods with 398 data collected from consumers of sports brands who were willing to provide information regarding their shopping experience on the live streaming platform. 224 respondents were females (56.3%), and 174 were males (43.7%). The study adopted a questionnaire to collect the data. Partial least squares-structural equation modeling was used to test the correlation between the variables. The results revealed direct and positive effect of consumer trust (β = 0.397, p = 0.000) and perceived value (β = 0.215, p = 0.001) on repurchase intention in live streaming e-commerce. The findings also indicated that both consumer trust and perceived value play a mediating role. In addition, the results supported the assumption that the characteristics of live streamers (β = 0.389, p = 0.000) have a positive impact on consumer trust, and customer-to-customer interaction (β = 0.678, p = 0.000) has a significant impact on perceived value. Finally, sports brands are advised to optimize live streaming platforms to better meet consumers’ needs.
Acknowledgment
The authors acknowledge Universiti Utara Malaysia (UUM) that supported this study. -
Serial mediation role of destination image: Will virtual reality replace the decision to visit offline destination?
Karisma Sri Rahayu , Andriani Kusumawati , Edriana Pangestuti , Endang Siti Astuti doi: http://dx.doi.org/10.21511/im.20(2).2024.05This study aims to evaluate the impact of virtual reality exposure on Instagram users’ decisions to visit physical locations and their perceptions of the destination. It also analyzes the mediating role of destination image on the phygical tourism intentions of Instagram users in Indonesia. This study employs a positivist paradigm and uses an explanatory research design to conduct an online survey about virtual reality experiences and outline respondents’ opinions about the decision to visit particular destination. Next, 280 millennial generation Instagram account followers responded to an online questionnaire; the data were analyzed using structural equation modeling. The criteria for respondents are Indonesian citizens who are Instagram followers and have virtual experience. Most respondents were between the ages of 23-32 years. The research findings indicate virtual reality positively and significantly affects destination image and offline visit decisions. Destination image has a positive and significant effect on offline visit decisions. Virtual reality encounters were incapable of substituting offline visits. The virtual reality encounter affects the perception of a destination and influences the decision to visit specific location in person. Destination images partially mediate the relationship between virtual reality experience and offline visit decisions. This study enhances the understanding of consumer behavior by examining its relationship with technological advancements, particularly among millennials. This paper also offers tangible contributions to tourism marketing management for destination managers.
Acknowledgments
This publication is partly funded by the Directorate General of Higher Education. The authors also acknowledge the financial support from the Directorate General of Higher Education through Brawijaya University. -
Digital coupons and Gen Z: An application of technology acceptance model with coupon proneness as a moderator
Neha Pandey , Nimish Gupta , Sanjay Rastogi , Rashika Rajan Singh , Manish Mishra doi: http://dx.doi.org/10.21511/im.20(2).2024.06This study aimed to comprehend the perceptions and intentions of Generation Z consumers in India regarding the utilization of digital coupons, adopting the framework of the technology acceptance model. Through purposive sampling, 386 participants from Generation Z were selected to offer diverse perspectives, reflecting the significant influence of demographics on contemporary consumer behavior. An online survey was conducted across India, utilizing popular social networking applications, such as WhatsApp, LinkedIn, and Facebook, to distribute the online questionnaire as these platforms have widespread usage and accessibility among the target demographic. Structural equation modeling (SEM) was used to examine the relationships between the constructs. The study revealed that perceived ease of use had no significant impact on the attitudes toward digital coupons (p > 0.05). However, a strong positive relationship was observed between perceived usefulness and ease of use (β = 0.542, p ≤ 0.05). Similarly, perceived usefulness positively influenced attitudes toward digital coupons (β = 0.484, p ≤ 0.05), as did attitudes toward usage intention (β = 0.746, p ≤ 0.05). The relationships between attitude and perceived ease of use (β = –0.093, p ≤ 0.05) and attitude and usage intention (β = –0.124, p ≤ 0.05) were moderated by digital coupon proneness. Insights derived from this study hold substantial relevance for marketers aiming to effectively engage Generation Z through digital couponing strategies.
Acknowledgment
The authors are thankful to their respective universities, heads of departments, and others who have supported and contributed to the effective conduct of this study.
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MTEs and revisit intention: The mediating role of destination attachment and sharing experiences on social media
The study aims to investigate the role of destination attachment and sharing travel experiences on social media in the relationship between memorable tourism experiences (MTEs) and revisit intention. This study focused on Ha Long Bay, Vietnam, with limited research on predicting tourists’ intentions to revisit this destination. The self-administered questionnaire survey is applied to analyze the relationship between the variables and verify the hypotheses based on the collected 578 valid responses. The structural equation modeling was employed to test the relationships in the research model with SPSS 24.0 and SmartPLS 4.0. The results show that MTEs significantly and directly influence tourists’ intention to revisit a destination. MTEs also have a direct impact on destination attachment and sharing travel experiences on social media. Furthermore, the findings also prove that destination attachment and sharing travel experiences on social media directly affect revisit intention. It is worth noting that they act as intermediaries in the relationship between MTEs and tourists’ intentions to revisit a destination. This study contributes to a deeper understanding of tourists’ intentions to revisit and offers theoretical and practical implications.
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The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia
Robertus Basiya , Marlien Marlien , Kasmari Kasmari , Bambang Sutejo , Bambang Sudiyatno doi: http://dx.doi.org/10.21511/im.20(2).2024.08During collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with similar values, missions, and consumer target markets. This study aims to examine the effect of co-branding and promotions on customer-based brand equity and repurchase intentions with customer-based brand equity as a mediator. This paper used a quantitative approach. Data collection was carried out through online surveys distributed among 115 buyers of a collaborative product of Upmost Beauté cosmetic item and Tolak Angin herbal medicinal item in the city of Semarang, Central Java Province, Indonesia. Data analysis used regression tests and Sobel tests with SPSS 24.0 software. The research results found empirical evidence that co-branding and promotions increase customer-based brand equity, and customer-based brand equity increases repurchase intentions. These results also reveal the mediating role of customer-based brand equity in contributing to increased repurchase intentions. Co-branding and promotional strategies increase repurchase intentions through customer-based brand equity. Companies should focus on co-branding strategies, promotions, and customer-based brand equity to attract more consumers to repurchase Upmost Beauté and Tolak Angin collaboration product.
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Applying advanced sentiment analysis for strategic marketing insights: A case study of BBVA using machine learning techniques
Luis Miguel Garay Gallastegui , Ricardo Reier Forradellas , Sergio Luis Náñez Alonso doi: http://dx.doi.org/10.21511/im.20(2).2024.09Innovative Marketing Volume 20, 2024 Issue #2 pp. 100-115
Views: 324 Downloads: 161 TO CITE АНОТАЦІЯIn the digital era, understanding public sentiment toward brands on social media is essential for crafting effective marketing strategies. This study applies sentiment analysis on Banco Bilbao Vizcaya Argentaria (BBVA) tweets using advanced machine learning techniques, particularly the eXtreme Gradient Boosting (XGBoost) algorithm, which showed remarkable precision (91.2%) in sentiment classification. This process involved a systematic approach to data collection, cleaning, and preprocessing. The precision of XGBoost highlights its effectiveness in analyzing social media conversations about banking. Additionally, this paper achieved improvements in neutral tweet classification, with accuracy rates at 87-88% and a reduced misclassification rate, enhancing the analysis reliability. The findings not only uncover general sentiments toward BBVA but also provide insight into how these sentiments shift in response to marketing activities and global events. This gives marketers a valuable tool for real-time assessment of campaign effectiveness and brand perception. Ultimately, employing the XGBoost algorithm for sentiment analysis offers BBVA a strategic advantage in understanding and engaging its online audience, demonstrating the significant benefits of using sophisticated machine learning in banking. The study emphasizes the crucial role of data-driven sentiment analysis in developing informed business strategies and improving customer relationships in the banking industry’s competitive landscape.
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Consumer ethnocentrism, cosmopolitanism, product judgment, and foreign product purchase intention: An empirical study in Vietnam
This study aims to determine the relationship between consumer ethnocentrism, consumer cosmopolitanism, imported product judgment, and foreign product purchase intention in Vietnam. This paper tries to present its results empirically, which might be helpful in preparing a strategy for Vietnamese customers’ international purchasing behavior to increase competition at retail companies in Vietnam. It uses a questionnaire with a purposive random sampling of 311 customers in Vietnam. Analysis was conducted through a quantitative descriptive analysis, measurement of variable dimensions on the questionnaire using a seven-point Likert scale, and partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. This study found that imported product judgment, consumer cosmopolitanism, social influence, and perceived behavioral control positively influence foreign product purchase intention, whereas customer ethnocentrism has a negative impact on that intention. The association between consumer cosmopolitanism and foreign product purchase intention is mediated by imported product evaluation and consumer ethnocentrism. At the same time, national identity does not affect consumer ethnocentrism and foreign product purchase intentions. Besides, this study offers some managerial implications for marketers in decisions linked to Vietnamese customers’ international purchasing behavior to increase competition in the domestic market.
Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study. -
Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment
Khansa Zaman , Sajjad Nawaz Khan , Muhhamad Abbas , Amani AbdAlatti doi: http://dx.doi.org/10.21511/im.20(2).2024.11Social media influencers have gained immense attention in recent times due to increased use in the cosmetics industry. Trust and emotional attachment play a vital role between influencers and followers. The aim of this study is to investigate the impact of social media influencers’ characteristics on predicting intention to buy the recommended beauty brands through trust and a moderating role of emotional attachment with influencers. A sample size of 342 respondents from Pakistan was used to empirically test the hypothesized relationships. The respondents were social media users who follow renowned celebrities on various social media platforms and buy beauty products based on their recommendations. Thus, a purposive sampling technique was employed for data collection using online and in-person data collection methods. Quantitative techniques of regression and process models were used for data analysis. The findings show that characteristics of social media influencers, such as credibility and trustworthiness, have a significant positive impact (β = 0.521, p < .05) on the intention to buy cosmetic products from a particular brand. Likewise, emotional attachment between influencers and followers strengthens the effect on willingness to buy an endorsed brand approving moderation (β = 0.584, p < .05). Trust is also an important mediator as it plays a central role between characteristics of social media influencers and intention to buy products (β = 0.411, p < .05). This study discussed the implications and future research directions while incorporating research limitations.
Acknowledgment
The authors extend their appreciation to the deanship of scientific research at King Khalid University for funding this work through a large group research project under grant number (RGP. 2/554/45). -
Customer switching intention from home delivery to smart locker delivery: Evidence from Vietnam
Nguyet Nguyen , Minh Trang Nguyen , Thi Thuy Chung Nguyen , Manh Hung Nguyen doi: http://dx.doi.org/10.21511/im.20(2).2024.12The purpose of this study is to uncover evidence on the factors influencing switching intention from home delivery to smart lockers in the last-mile delivery service. The research model is constructed based on the Pull-Push-Mooring Theory and the Customer Perceived Value Theory using structural equation modelling to analyze data collected from 557 smart locker users in Vietnam. The results indicated a significantly positive influence of pull factors (convenience, environmental friendliness, and security) and push factors (delivery failure experience and risk), and confirmed that mooring factors (habit and switching cost) negatively impacted customers’ intention to switch from home delivery to smart lockers. The study also revealed that mooring factors moderate the relationship between pull factors and the intention to switch. Moreover, gender, age and frequency of shopping online are significant to switching intention, and usefulness mediates between them and switching intention. Several managerial implications were suggested for stakeholders in order to enhance customers’ switching intentions to use smart lockers, thereby improving the quality, efficiency, and sustainability of the last-mile delivery service in the future.
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Navigating influence: Unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
Jimin Hu , Shafie Sidek , Azmawani Abd Rahman , Raja Nerina Raja Yusof doi: http://dx.doi.org/10.21511/im.20(2).2024.13This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing partial least squares structural equation modeling (PLS-SEM) to analyze the intricate relationships among latent variables. The respondents comprise active users of major Chinese social media platforms, such as Weibo and Xiaohongshu. For primary data collection, 329 respondents were surveyed online, utilizing a convenient sampling method as part of non-probability sampling. Data collection spanned four weeks, and participants were given the option to respond in either English or Mandarin. The findings suggest significant associations between consumer purchasing behavior and micro-influencer attributes. Specifically, knowledge, entertainment value, credibility, and transparency exhibit varying degrees of influence on consumer behavior within the Chinese social media landscape. The p-value for H1, H2, H3, and H7 appeared as 0.000 and shows that these are the highly significant relations, whereas the p-value for H3 (0.019), for H5 (0.001), and for H6 (0.028) shows that these relations play a moderate role in the proposed model. Elucidating the role of key attributes provides valuable insights for marketers and businesses seeking to leverage micro-influencer marketing strategies effectively in this rapidly evolving digital landscape.