Marketing Intelligence & Planning
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Issue 11/12 1989
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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…
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers
Linda D. Hollebeek, Marko Sarstedt, Choukri Menidjel, Sigitas Urbonavicius, Vytautas DikciusPrior research has proposed a number of scales measuring the customer experience (CX), which tend to conceptualize and operationalize CX differently, raising potential confusion…
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…
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…
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…
Green skepticism: review and research agenda
Achchuthan Sivapalan, Charles Jebarajakirthy, Raiswa Saha, Pooja Mehta, M.S. Balaji, Haroon Iqbal MaseehDespite a growing interest in investigating green skepticism, there has been a paucity of effort in synthesizing green skepticism research. This study aims to synthesize extant…
Identifying NFT consumer segments: a consumption value theory and luxury perspective
Jacqueline Eastman, Atefeh Yazdanparast, Seth KetronThe present research takes a qualitative approach to examine young adult consumers’ perceptions and intentions toward non-fungible tokens (NFTs). The goal of the study is to…
Balancing customer and employee orientations: impact on financial distress and firm value
Pratik Modi, Gurjeet Kaur SahiThis paper investigates the effect of balanced orientation (BO) toward customers and employees on financial distress and firm valuation. Rooted in stakeholder theory and the…
Ecolabelling: a meta-analytic structural equation modelling approach
Nivin Vinoi, Pankaj VishwakarmaResearchers have devoted considerable attention to ecolabel products and their purchase intention. However, empirical research often presents relatively unpredictable and uneven…
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 effect of knowledge acquisition from social media on competitive intelligence process: the mediating role of absorptive capacity
Harun Mirac Gunes, Leyla OzerWhile existing literature offers valuable insights into social media knowledge, absorptive capacity, and competitive intelligence, it does not fully address the integrated…
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…
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…
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques
Jurui Zhang, Shan Yu, Raymond Liu, Guang-Xin Xie, Leon ZurawickiThis paper aims to explore factors contributing to music popularity using machine learning approaches.
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 startup marketing agility on new product creativity and new product performance: the moderating effect of technological turbulence
Woo-Suk Jun, Ho-Taek Yi, Fortune Edem AmenuvorThis study aims to examine the effect of marketing agility of startup companies on their new product creativity and new product performance while examining the moderating role of…
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…
Recycling firm-generated content on social media platforms: phenomenon and research propositions
Vivek AstvanshThe manuscript aims to introduce the managerial practice of content recycling – that is, a firm's recycling of its posts on social media platforms. I define and distinguish the…
Unlocking the omnichannel shopping myth: can service convenience, shopping value and channel congruence strengthen perceived trust and satisfaction?
Chia-Lin Hsu, Li-Chen Yu, Wei-Feng Tung, Kwen-Wan ChenThis study broadens the understanding of how omnichannel service convenience, shopping value and channel congruence affect customer perceived trust and satisfaction and, in turn…
A roadmap of retargeting campaigns for SMEs: a case study
Niloofar Fallahi Daryakenari, Mohammad Reza Jalilvand, Seyed Mohammadbagher JafariRunning advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform…
Rebate incentive strategy for online reviews
Huan-huan Zhao, Yong Liu, Wen-wen RenWe attempt to analyze the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits.
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…
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…
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…
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…
Brand equity and financial performance: an institutional view
Bilu Cheng, Siyu HouThe purpose of this study is to investigate the influence of brand equity on corporate financial performance across various institutional factors in China, encompassing macro…
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…
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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