Marketing Intelligence & Planning
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The effectiveness of green demarketing campaigns: the moderating role of corporate social responsibility orientation
Hye Jin Yoon, Yoon-Joo Lee, Youngjee Ko, Jinho JooThis research aims to investigate the effectiveness of integrated marketing communication (IMC) messages in demarketing campaigns, particularly considering the consumer’s…
A holistic review of customer experience research: topic modelling using BERTopic
Manit MishraThis study consolidates the current state of knowledge in customer experience (CX) research by examining literature published over last 20 years (2003–2022). The purpose is to…
Does good digital business strategy bring good market intelligence and service innovation? Interference of different levels of organizational memory
Nianwei Yin, Liangding Jia, Jing Long, Longjun LiuFacing the increasing competition and uncertainty, when and how to improve service innovation performance with the help of digital business strategy has become an important issue…
Don’t overdo it with blockchain – understanding the impact of blockchain on users’ security perception
Abhishek Kumar Jha, Saurabh Kumar, Aarushi JainBlockchain technology has been labeled as the most disruptive technological innovation of the current decade due to its impact on almost every major industry. Based on privacy…
Drivers of brand love for organic wine brands: moderating role of ethnocentrism
Seema Bhardwaj, Kishalay AdhikariThe consumption of organic wine has witnessed exponential growth, mainly because of changing lifestyles, rising disposable income, modernity aspects and claimed health benefits…
Losing and grieving: an approach toward understanding the consequences of brand grief and typology of grieving consumers
Sajira Khatoon, Varisha RehmanThe purpose of this study is to explore the consequences of brand grief resulting from the loss of strong consumer-brand relationships (CBR) and devise a typology of grieving…
Post-recovery behavioral outcome in service recovery: a conditional mediation perspective
Md Rokonuzzaman, Muhammad Mollah, Ahasan HarunThis article delves into a theoretical framework evaluating the outcomes of justice perception (JP) on post-complaint behaviors. In addition, this article intends to facilitate…
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach
Gursimranjit Singh, Jasmeet Kaur, Arvind KumarThis study aims to analyse the synchronization sustainability has with coolness and how promotion of sustainable fashion can be dealt in an ameliorate way. It also provides…
Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?
Preeti Nayal, Arun Sharma, Neeraj Pandey, Amit ShankarDrawing on self-determination theory (SDT), this study analyzes the impact of gamified and personalized coupons on the intention to redeem digital coupons in the presence of…
Marketing affordance of social media for product innovation: the role of organizational structures
Linlin Liu, Jiawen ChenDespite substantial research attention on the business use of social media in innovation literature, the action-based mechanisms through which social media affect firms' product…
Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework
S.M. Fatah Uddin, Mohd. Danish Kirmani, Lamay Bin Sabir, Mohd. Nishat Faisal, Nripendra P. RanaDespite an exponential rise in the frequency of online payments in India, the cause of consumer resistance towards the WhatsApp payment system (WPS) remains unexplored. This…
The concepts of sustainability value and the application of big data in enhancing the ability of sustainability marketing
Sheng-Fang Chou, Jeou-Shyan Horng, Chih-Hsing Liu, Tai-Yi Yu, Bernard Gan, Wen-Jung Chang, Jun-You LinWe seek to contribute to the literature by comparing and analyzing the relationship between Australian and Taiwanese students regarding environmental value attitude, action…
Gamification and customer brand engagement: a review and future research agendas
Garima Malik, Debasis Pradhan, Bikash Kumar RupExtant literature shows that gamification is an effective tool for enhancing customer brand engagement. However, there is a need for a structured review of the literature on how…
Beyond words: understanding the impact of presentation formats and product involvement on AI-voice assistant adoption
Harinder Hari, Arun Sharma, Sanjeev VermaVoice assistants can present search results through “voice presentation” or “voice and visual”, depending on the device they are connected to. Alternatively, consumers can search…
Mechanism for developing brand equity of higher education institutes using intangible resources: a serial-multiple mediation analysis
Kritika Khanna, Jagwinder Singh, Sarbjit Singh BediThis study aims to build a comprehensive model for developing higher education institutes (HEIs) brand equity by examining the impact of HEIs intangible resources, brand…
Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers
Muhammad Haroon Shoukat, Islam Elgammal, Mukaram Ali Khan, Kareem M. SelemUnderpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA)…
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude
Matilda Adams, Ernest Yaw Tweneboah-Koduah, Stephen Mahama Braimah, Raphael OdoomThe purpose of this paper is to examine the influence of urban homeowners’ green perceived values (i.e. green functional, emotional, ecological and aesthetic values) on their…
All about Social Coupons! Evolution, Review and Research Directions
Pappu Kalyan Ram, Neeraj Pandey, Justin PaulA novel phenomenon in product and service promotions, social coupons facilitate group buying at lower prices, bringing key benefits to customers, merchants and coupon…
Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling
Sumanjeet Singh, Dhani Shanker Chaubey, Rohit Raj, Vimal Kumar, Minakshi Paliwal, Seema MahlawatThis study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With…
Over-the-top (OTT) platforms: a review, synthesis and research directions
Prateek Khanna, Reetika Sehgal, Ashish Gupta, Ashish Mohan Dubey, Rajeev SrivastavaIn this era of technological advancement, the capabilities of devices and telecommunications have changed the pattern of media consumption among consumers. This study examined the…
The architecture of marketing leadership: how different structures of marketing presence in the top management team drive new product performance
Hamed Mehrabi, Yongjian (Ken) Chen, Chatura RanaweeraPrior research seldom explores the different structures of marketing presence in the top management team (MPTMT) and their impact on new product performance. In this paper, we…
Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention
Rui Yan, Zhen Tang, Dewen LiuDigitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable…
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies
Jusuf Zeqiri, Paul Sergius Koku, Costinel Dobre, Anca-Maria Milovan, Vjollca Visoka Hasani, Tetiana PaientkoPurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing…
Optimizing marketing strategy: a video analysis approach
Shiv Ratan Agrawal, Divya MittalThe current study analyzes product review videos of influencers to determine why they are popular among customers. The study on electrical and electronic appliances covered by…
Do CEO overconfidence and demographic characteristics moderate the effect of R&D investment on firm performance?
Feiyang Guan, Tienan WangThis paper aims to examine the influence of overconfident or conservative CEOs on the performance feedback of R&D investment, as well as the combined impact of CEO overconfidence…
Predicting households’ attitudes and product adoption intentions
Pankaj Kumar, Pardeep Ahlawat, Mahender Yadav, Parveen Kumar, Vaibhav AggarwalThe present study aims to examine the households’ attitudes and intentions to adopt an indoor air purifier against the smog crisis in India by using a comprehensive theoretical…
Optimizing green knowledge acquisition through entrepreneurial orientation and resource orchestration for sustainable business performance
Asier BaqueroConsidering the importance of green knowledge in firms' sustainability, this study investigates the mediating mechanism of green knowledge acquisition (GKA) and the moderating…
Understanding physicians' adoption intentions to use Electronic Health Record (EHR) systems in developing countries: an extended TRAM approach
Mohamed A. Khashan, Thamir Hamad Alasker, Mohamed A. Ghonim, Mohamed M. ElsotouhyThe success of an Electronic Health Record (EHR) system is determined by the numerous facilitators and obstacles that influence physicians' intentions toward using these…
Anthropomorphism of service-oriented AI and customers’ propensity for value co-creation
Ming Tian, Jiarui Yan, Xiaotong LiArtificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as…
Engage to co-create! The drivers of brand co-creation on social commerce
Saiyara Nibras, Tjong Andreas Gunawan, Garry Wei-Han Tan, Pei-San Lo, Eugene Cheng-Xi Aw, Keng-Boon OoiConsumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore…
ISSN:
0263-4503e-ISSN:
1758-8049ISSN-L:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss
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