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Article
Publication date: 8 December 2020

Muhammad Hasnain Abbas Naqvi, Yushi Jiang and Mishal Naqvi

This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the…

1981

Abstract

Purpose

This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty, and Recommendation.

Design/methodology/approach

A survey questionnaire was administered to 320 Facebook users in Pakistan. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty and recommendation. The data were analyzed using PLS-SEM to test a model developed under the stimulus–organism–response perspective.

Findings

Each community attribute significantly affected customer engagement, which was further found to mediate the relationship from these attributes through to customer satisfaction and then to brand loyalty and recommendation.

Originality/value

An original model hypothesized from the stimulus–organism–response framework was validated among an emerging market sample, highlighting the role of customer engagement with e-brand communities in mediating the effects of information and service quality on customer satisfaction.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 29 August 2019

Mishal Naqvi, Shan Li, Yushi Jiang and Muhammad Hasnain Abbas Naqvi

The purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking…

1256

Abstract

Purpose

The purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).

Design/methodology/approach

A questionnaire survey was developed and administered to a convenience sample of 838 university students.

Findings

The findings indicate that perceived privacy, demographic factors and perceived usefulness (PU) have a significant effect on the ITU SNSs, and that age does not moderate the relationship between perceived ease-of-use and PU.

Originality/value

This study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 29 August 2023

Muhammad Hasnain Abbas Naqvi, Zhang Hongyu, Mishal Hasnain Naqvi and Li Kun

This study aims to determine whether or not fashion retail brands can maintain their essence by providing personalized care through conventional face-to-face interactions or the…

1842

Abstract

Purpose

This study aims to determine whether or not fashion retail brands can maintain their essence by providing personalized care through conventional face-to-face interactions or the use of e-services.

Design/methodology/approach

An exploratory investigation is being conducted to attain this goal. According to the findings of this research, Chatbots have an impact on consumer loyalty. The quality of a Chatbot’s system, service and information are all critical to providing a positive consumer experience.

Findings

The study concluded that Chatbot e-services might potentially enable dynamic and fascinating interactions between firms and their consumers. To personalize a Chatbot, firms might change the tone of the language used. Customers are more likely to use a Chatbot if it resembles a real person, which increases their pleasure and confidence in the product.

Originality/value

More precisely, the emphasis of the inquiry was on Chatbot, a relatively new digital tool that offers user-friendly, personalized and one-of-a-kind support to customers. Using information supplied by consumers, the authors examine a five-dimensional model that gauges how customers feel about Chatbots in terms of their ability to communicate with users, offer amusement, be trendy, personalize interactions and solve problems.

Details

Journal of Modelling in Management, vol. 19 no. 2
Type: Research Article
ISSN: 1746-5664

Keywords

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