The New Era of Digital Marketing

Editors

Department of Commerce, Kishore Bharati Bhagini Nivedita College, Kolkata 700060, India
Interests: e-commerce; communication; marketing; women’s empowerment; human resources; stress; corporate governance; business and management
Special Issues, Collections and Topics in MDPI journals

Topical Collection Information

Dear Colleagues,

Recently, technology has changed the business strategies of business leaders, especially when it comes to their marketing strategies. We are in the era of digital technologies where customers are inclined to online marketing besides offline marketing systems. Marketers found new ways of understanding and connecting with customers online. Massive use of smart phones is the biggest advantage for the marketer. Digital marketing services are not only limited to e-commerce apps and websites, but they expand to social media platforms like Facebook, Twitter, Instagram, and so on. New media/social media plays a vital role apart from traditional mean of marketing.

Our endeavor is meant to encourage all professionals, academicians, industrialists, and other people surrounding us to act as consultants with their views and opinions about digital marketing. The aim of the book is to raise awareness about the future of digital marketing leading to a sustainable and profitable future.

Both original research and review articles with the objective of improving problems in the implementation of digital technology and social and environmental issues are encouraged.

Potential topics include but are not limited to the following:

  • Issues and challenges of online marketing
  • Role of social media
  • Viral marketing
  • Evolution of digital marketing
  • Role and importance of digital marketing in socio-economic development
  • Challenges and solution of digital marketing
  • Internet marketing
  • Future of digital marketing
  • Online green marketing strategies
  • Women and social marketing
  • Mathematical modeling on offline and online marketing and its comparison
  • Inventory control through offline and online (double channel)
  • Supply chain management
Dr. Shib Sankar Sana
Dr. Sweety Sadhukhan
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the collection website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1000 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • digital marketing
  • digital transformation
  • value creation processes
  • sustainable and profitable future
  • social media
  • marketing strategy

Published Papers (16 papers)

2023

Jump to: 2022, 2021

15 pages, 3530 KiB  
Article
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
Viewed by 1061
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
Show Figures

Figure 1

21 pages, 1091 KiB  
Article
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 - 06 Jul 2023
Cited by 2 | Viewed by 1838
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
Show Figures

Figure 1

2022

Jump to: 2023, 2021

13 pages, 1003 KiB  
Article
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 12 | Viewed by 5374
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
Show Figures

Figure 1

2021

Jump to: 2023, 2022

15 pages, 323 KiB  
Article
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 12 | Viewed by 5807
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  
Review
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 18 | Viewed by 9652
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
Show Figures

Figure 1

38 pages, 560 KiB  
Article
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 - 02 Sep 2021
Cited by 50 | Viewed by 4933
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 rw and WS 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
Show Figures

Figure 1

19 pages, 1584 KiB  
Article
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 3820
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
Show Figures

Figure 1

22 pages, 2629 KiB  
Article
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 - 05 Jun 2021
Cited by 15 | Viewed by 5685
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
Show Figures

Figure 1

22 pages, 2327 KiB  
Article
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 - 02 Jun 2021
Cited by 8 | Viewed by 3872
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
Show Figures

Figure 1

13 pages, 1512 KiB  
Review
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 36 | Viewed by 6915
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
Show Figures

Figure 1

19 pages, 4968 KiB  
Article
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 23 | Viewed by 6799
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
Show Figures

Figure 1

20 pages, 892 KiB  
Article
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 - 08 May 2021
Cited by 12 | Viewed by 5002
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
Show Figures

Figure 1

16 pages, 594 KiB  
Article
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 5 | Viewed by 3018
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
Show Figures

Figure 1

14 pages, 529 KiB  
Article
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 - 07 Apr 2021
Cited by 51 | Viewed by 11931
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
Show Figures

Figure 1

17 pages, 1525 KiB  
Article
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 54 | Viewed by 11772
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
Show Figures

Figure 1

17 pages, 1456 KiB  
Article
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 35 | Viewed by 12070
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
Show Figures

Figure 1

Back to TopTop