Song-Yik Lim, Yiqi Tan, Xiu-Ming Loh, Tat-Huei Cham, Mun-Yee Ooi and Garry Wei-Han Tan
This study aims to look into the role of gamification as an effective marketing tool to engage with consumers and influence purchase behaviours. As there are a plethora of…
Abstract
Purpose
This study aims to look into the role of gamification as an effective marketing tool to engage with consumers and influence purchase behaviours. As there are a plethora of gamified elements, it is crucial to determine which of them can significantly facilitate consumer purchase behaviour. Therefore, a unique stimulus–organism–response (SOR) framework which encompasses four popular gamified elements (i.e. fun, rewards, competition and badges) was employed to investigate consumers’ engagement.
Design/methodology/approach
An online survey was utilized to collect the data which yielded 307 responses. Subsequently, partial least squares-structural equation modeling (PLS-SEM) was used to analyse the data.
Findings
Among the gamification elements assessed in this study, fun was revealed to be the strongest facilitating antecedent of shopping engagement. However, reward was revealed to have an insignificant effect on shopping engagement. In addition, it was found that consumers undergo a processual development with regard to their impulse buying of retail food products. More precisely, shopping engagement is a significant facilitator of customer satisfaction which subsequently motivates impulse buying.
Originality/value
This is among the pioneering studies to provide detailed insights into the effect of different gamified elements on consumer engagement. Furthermore, a number of practical and theoretical implications for the relevant stakeholders were discussed.
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Keywords
Abdelsalam Busalim, Theo Lynn and Charles M. Wood
Despite increasing awareness among fashion consumers about the positive environmental and societal impacts of sustainable fashion as a viable alternative to fast fashion, their…
Abstract
Purpose
Despite increasing awareness among fashion consumers about the positive environmental and societal impacts of sustainable fashion as a viable alternative to fast fashion, their actual adoption behavior often diverges. This study aims to empirically investigate consumers’ resistance barriers to sustainable fashion clothing.
Design/methodology/approach
This study utilizes innovation resistance theory to examine the barriers to consumer intention to buy sustainable clothing. The study collected a large sample (N = 745) of fashion consumers from the USA and India to test a research model.
Findings
The study finds that value, social risk, tradition and image barriers significantly reduce consumers’ intentions to buy sustainable fashion clothing. Additionally, the findings highlight that environmental concern moderates the relationship between social risk barriers and buying intentions.
Originality/value
The study findings contribute to the existing sustainable fashion literature by highlighting the main barriers for sustainable clothing consumption and emphasizing the crucial role of social elements, economic values and the image of sustainable fashion products in shaping consumer behavior within the fashion landscape.
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Esrafil Ali, Biswajit Satpathy and Santosh Kumar Prusty
This paper aims to understand the two-way interaction between corporate social responsibility (CSR) and the attractiveness of organization to job seekers (AOJS).
Abstract
Purpose
This paper aims to understand the two-way interaction between corporate social responsibility (CSR) and the attractiveness of organization to job seekers (AOJS).
Design/methodology/approach
A system dynamics model is developed in the form of a causal loop diagram (CLD) that explains the CSR-AOJS interaction dynamically. To test the credibility of the developed model, the survey data are used to validate the causal relationships in the CLD.
Findings
This study found that developing an effective strategy or tool by capturing various essential CSR elements can attract potential job seekers.
Originality/value
The developed model is relevant to policymakers, decision-makers and managers when strategizing the CSR plan to attract potential job seekers.