The acceptance of mobile health (m-health) applications, especially those of a preventive nature, by individuals, is not well understood. Despite the benefits offered by m-health…
Abstract
Purpose
The acceptance of mobile health (m-health) applications, especially those of a preventive nature, by individuals, is not well understood. Despite the benefits offered by m-health applications in improving and sustaining health and well-being through various avenues, widespread adoption is yet to be seen. Within this context, this study aims to reveal the enabling factors and barriers that influence the use of m-health applications among Generation Z (Gen-Z).
Design/methodology/approach
The Unified Theory of Acceptance and Use of Technology (UTAUT) was extended with e-health literacy, trust and enjoyment constructs. Data from a survey study on 312 Gen-Z members were analysed via structural equation modelling, shedding light on the reasons why new generations adopt m-health apps.
Findings
The findings indicate that social influence and enjoyment are the most significant factors influencing the use of m-health apps. The significant impact of performance and effort expectancy on intentions was also confirmed by the results. Moreover, privacy risk was identified as a barrier to adoption. The results also indicated that the strong influence of trust on privacy risk can be used to offset those privacy concerns.
Practical implications
The findings highlight that hedonic motivation, which is commonly overlooked in health settings, plays an important role in m-health app use. Thus, promoting mobile app features that provide enjoyment will be influential in attracting the younger generation.
Originality/value
The context of the study differs from the norm and focuses on a regional health tourism hub, Turkey, situated at the crossroads of Europe and Asia. UTAUT model is modified with relevant constructs, namely, enjoyment, e-health literacy and privacy risk, to better fit the m-health context.
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Kent Le and Gokhan Aydin
In spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has shown…
Abstract
Purpose
In spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has shown certain problems and limitations such as a decrease in perceived authenticity and market saturation. Additionally, the outbreak of COVD-19 has amplified the significance of these factors and made many companies and influencers reconsider their involvement in influencer marketing. Within this context, this paper aims to explore whether influencers were impacted by diminishing perceived authenticity, market saturation or the prolonged pandemic. Also, the authors aim to investigate influencers’ perception of the future of influencer marketing post-pandemic.
Design/methodology/approach
To gain insight into trends in influencer marketing from the influencer’s perspective, this paper uses qualitative research in the form of interviews with influencers and industry professionals.
Findings
The findings highlight the importance of perceived authenticity for success in influencer marketing. Most interviewees indicated that they had noticed a boom in social media influencer marketing before the pandemic, yet provided mixed views regarding the market during the pandemic. Several believe that influencers will continue to be relevant in the increasingly digital world (e.g. increasing digital marketing spend and e-commerce), whereas an expectation of new digital platforms and innovations was also observed. In the long term, saturation and decreased effectiveness were predicted by several interviewees.
Originality/value
This under-researched topic is of relevance especially to consumer goods companies, as social media marketing and influencer marketing are currently highly effective and popular tools. To refine marketing strategies designed around influencers, understanding the limitations, in the context of COVID-19, is crucial.
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Hasan Gilani, Jessica Torres Mena and Gokhan Aydin
This study aims to explore how emotional intelligence (EI) in members of family businesses can enhance the relationships with the stakeholders and whether adopting a relationship…
Abstract
Purpose
This study aims to explore how emotional intelligence (EI) in members of family businesses can enhance the relationships with the stakeholders and whether adopting a relationship marketing approach could extend a family businesses' longevity, the businesses' success through generations.
Design/methodology/approach
A mixed-method approach was adopted, and two studies (quantitative followed by qualitative) were conducted in Mexico on small to medium-sized enterprises. This study considers the perspective of owners and employers of family businesses.
Findings
The study provides important insights into the relationship between EI and relationship marketing. Enhancing EI in family members whilst conducting a relationship marketing approach, both internal and external, will result in better performance. Family businesses can alleviate conflicts inherent to family emotions whilst building and maintaining strong relationships with customers and suppliers that can secure the long-term success of the organisation by enhancing EI.
Originality/value
Considering the majority of the literature is focussed on highly developed economies such as the USA, the UK and major developing economies such as China and India, this mixed-method study offers Mexico as a novel setting that has become an important procurement hub in light of the recent global developments and international relationship policies.
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Gökhan Aydin and Bilge Karamehmet
Health-care tourism has become a major industry in the past decade. Following the increasing activity in health-care tourism, the decision-making process of consumers in choosing…
Abstract
Purpose
Health-care tourism has become a major industry in the past decade. Following the increasing activity in health-care tourism, the decision-making process of consumers in choosing an international health-care facility has become increasingly important to the related parties. The present study aims to offer a holistic model of international health-care facility choice that incorporates the important dimensions by assessing the growth drivers and the alternative factors proposed in the literature and by validating them via a survey study.
Design/methodology/approach
The factors deemed important in the existing literature were used as the basis of a study in Turkey. In total, 65 structured interviews were conducted with health-care professionals and international health tourists to understand the perspective of the two important parties that affect policymaking.
Findings
The findings of the study support the significance of the majority of the variables proposed as important factors affecting international health-care facility choice.
Research limitations/implications
The study was carried out in four large hospital chains in Turkey; however, this creates a limitation in scope and may have limited representativeness of the overall market. The model has yet to be tested on a larger scale.
Practical implications
There are significant differences in the opinions of professionals and international health-care tourists in terms of choice criteria. This indicates problems with health professionals’ understanding of the consumer decision process.
Originality/value
The study provides a model that can be used to gain insights on the consumer decision process and also provides the policymakers and stakeholders of the international health-care industry with a sound theoretical foundation to build further studies upon. Only a limited number of studies was carried out in Turkey that focus on international health-care tourism, and the present study will fill a substantial research gap.
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This study investigates the determinants of eco-buying behavior by incorporating individual attributes such as personality traits and personal values and the theory of planned…
Abstract
Purpose
This study investigates the determinants of eco-buying behavior by incorporating individual attributes such as personality traits and personal values and the theory of planned behavior (TPB). It also explores status consumption’s potential role in motivating eco-fashion purchases.
Design/methodology/approach
Conducted through an online survey with 436 respondents in the UK, the study utilizes structural equation modeling (SEM) to analyze the data.
Findings
The study contributes to the eco-friendly consumer behavior literature in fashion, revealing that social influence, need for uniqueness, public self-consciousness, green consumption values and prosocial attitudes significantly influence both eco-behavior and status consumption. Interestingly, while no substantial impact of status consumption on eco-behavior was observed overall, a multi-group analysis unveils distinctive perceptions and intentions. A clustering analysis identifies two significant segments (status buyers and eco-savvy fashionistas) exhibiting markedly different relationships between variables necessitating tailored marketing approaches concerning eco-fashion buying.
Research limitations/implications
Theoretically, the study highlights the limitations of the TPB in capturing evolving consumer dynamics, calling for refined models that incorporate personal values and specific motivations to better understand sustainable consumption.
Practical implications
For “Status Buyers,” marketers should focus on their desire for uniqueness and present eco-fashion as a status symbol using social proof and influencer marketing. For “Eco-Savvy Fashionistas,” strategies should highlight environmental benefits, provide educational resources and offer tools to track environmental impact.
Originality/value
This study deepens our understanding of eco-friendly fashion purchases by accounting for the diverse perceptions and values that drive consumer behavior. Recognizing the heterogeneity within the sample reveals previously overlooked nuances in this complex decision-making process.
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Saurabh Kumar Dixit, Antonia Correia and Sangeetha Gunasekar
Kemal Gokhan Nalbant and Sevgi Aydin
This research aims to examine the dynamic relationship between digital marketing and AI. This study used bibliometric analysis to investigate the significance of artificial…
Abstract
Purpose
This research aims to examine the dynamic relationship between digital marketing and AI. This study used bibliometric analysis to investigate the significance of artificial intelligence in digital marketing research. The study was conducted using the WOS database, which includes word cloud analysis, keyword analysis, citation analysis, and publication analysis.
Design/methodology/approach
The present inquiry utilized the Web of Science database to gather scholarly publications that were published between 2000 and 2023. A search was performed using the Boolean operator “AND” to retrieve pertinent publications that contain both the terms “artificial intelligence” and “digital marketing” in the first query. A total of 96 publications were found during the search. The search terms were expanded, and the content analysis was enhanced to include studies from 1993 to 2023, resulting in 521 studies for in-depth analysis in the second query. The acquired papers were subjected to bibliometric analysis using VOSviewer software (version 1.6.20).
Findings
The phrase “digital marketing” had the highest frequency, with a cumulative link strength of 94. This keyword exhibited a strong association with the phrase “artificial intelligence”. The WOS database shows a steady increase in publications on digital marketing and AI since 2017 for the first query. In 2017, there were about two publications, which grew to around 26 by 2021. For the second query, the number of publications on digital marketing and AI also increased steadily. In 1993, there was one publication, rising to about 102 by 2022.
Originality/value
The study conducts a comprehensive bibliometric analysis by examining publications that were released in the Web of Science database from 2000 to 2023 for the first query and from 1993 to 2023 for the second query. This research analyzes the progress and current status of corporate management and marketing techniques during the past twenty-four years. In addition, this approach enhances the originality of the second inquiry by providing a comprehensive analysis of studies spanning nearly 3 decades, offering unique insights into the evolution of the field. The research centers on the impact that AI has exerted on these sectors. Moreover, the results of this study emphasize the significance of the increasing number of scientific studies that intersect AI and digital marketing.
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Nuri Gökhan Torlak, Ahmet Demir and Taylan Budur
The study uses VIseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR)-structural equation modeling (SEM) to construct benchmarks for service providers and evaluate a…
Abstract
Purpose
The study uses VIseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR)-structural equation modeling (SEM) to construct benchmarks for service providers and evaluate a multimethodology practice in the Internet industry.
Design/methodology/approach
The data were collected using a survey based on an email/interview with 444 Internet users participating. SEM obtained coefficient values by way of customer expectations for Internet service providers. The authors normalized coefficients and integrated them into the VIKOR method for ranking competitors in the Internet industry.
Findings
VIKOR-SEM revealed that network and information quality and security/privacy significantly positively impact customer trust while network and information quality and customer trust significantly positively affect Internet users' value perceptions. Customer services do not affect customer trust, while security/privacy and customer services have no significant influence on customer value perceptions. Though customer services and Internet users' trust and value perceptions directly, significantly and positively affect their commitments, the quality of network and information and security/privacy indirectly, significantly and positively influence customer commitments.
Research limitations/implications
The study was in the Internet industry of Iraq. The results cannot be accurate for the other countries and the service sectors. The researchers/managers can adopt the model in other service sectors to test the multimethodology.
Originality/value
VIKOR-SEM evaluated the changes in customer expectations and service providers in the Internet industry.
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Esma Acayip, Dilsad Kirselioglu and Gokhan Akel
The study develops a model that associates digital marketing capabilities with customer relations orientation, technology orientation and social customer relationship management…
Abstract
Purpose
The study develops a model that associates digital marketing capabilities with customer relations orientation, technology orientation and social customer relationship management (CRM) competence with business performance, considering market environment factors. It also aims to contribute to the literature with dynamic capability theory by testing this model.
Design/methodology/approach
The model suggested is tested by data obtained online from a sample of 178 Turkish companies that use digital marketing tools. The data obtained were analyzed using the structural equation model (SEM).
Findings
In this study, it has been determined that digital marketing capabilities affect business performance. Also, a positive moderating effect of dynamism is seen in the relationship of digital marketing capabilities with business performance. Also, technology orientation, social CRM competence and customer relations orientation affect and explain digital marketing capabilities as antecedents.
Research limitations/implications
The study only focuses on Turkish companies, and no distinction has been made in terms of business type/size. Also, since this research was carried out during the COVID-19 pandemic, the data may have been affected by this period.
Originality/value
Contextual and methodological research gaps still exist in digital marketing capabilities literature. This study is evaluating Turkish companies’ digital marketing capabilities with business performance, and in the context of Turkey, it is important for other developing countries with a similar market environment. Also, it contributes to the dynamic capabilities theory literature by constructing a novel conceptual model examining the relationship among dynamic digital marketing capabilities, their antecedents and business performance.
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Corporate image, perceived service quality, trust and customer switching costs are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher…
Abstract
Purpose
Corporate image, perceived service quality, trust and customer switching costs are the major antecedents of customer loyalty, and loyal customers may buy more, accept higher prices and have a positive word‐of‐mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. In this context the main aim of this paper is to examine the relationships between these factors and customer loyalty, and the relationships among these factors in the Turkish GSM sector.
Design/methodology/approach
Data was obtained from 1,662 mobile phone users in Turkey via questionnaire. The data was analyzed by structural equation modeling (SEM) in order to test all the relationships between variables in the model.
Findings
The findings supported the proposed hypotheses, which are consistent with the theoretical framework. Analysis results showed that perceived service quality is a necessary but not sufficient condition for customer loyalty.
Research limitations/implications
In order to generalize the findings from the paper, the model should be studied in different sectors. The contribution of this paper is to model all the relationships between customer loyalty and its antecedents, and to test these relationships simultaneously.
Practical implications
In order to better understand customer loyalty, as well as perceived service quality, corporate image, perceived switching costs and trust should be taken into consideration. Lately, technological change has shifted competition in the GSM sector from price and core service to value‐added services. Therefore, operators should differentiate their services and guarantee their services' quality because of this shift in competition.
Originality/value
In this paper, the effects of all the factors on customer loyalty are analyzed simultaneously via SEM.