Mahmood Hajli and Mohammad Hajli
Empowered by Web 2.0 and social media, consumers join online communities and produce social capital. They generate information for online communities by sharing their knowledge…
Abstract
Purpose
Empowered by Web 2.0 and social media, consumers join online communities and produce social capital. They generate information for online communities by sharing their knowledge, information and experience, and thus support organisational learning. Co‐creation of value with consumers instead of co‐creation of value for consumers is a new strategy for organisational development. The purpose of this paper is to investigate social factors introduced through social media to sport organisations in the co‐creation of value with fans.
Design/methodology/approach
This research adopts social capital and social support theory and investigates the way sport organisations can apply social relationship with fans in online communities in order to co‐create value for organisational development. The study looks at the current literature and the potential theoretical development for organisational learning.
Findings
Social interaction of individuals through social media and online communities has introduced co‐creation of value with customers. This behaviour originates from the supportive climate that has emerged through Web 2.0, where individuals share their information, knowledge, and experience through online communities. This co‐creation offers online social support as a source of social capital for organisations. The results can be beneficial for the development of sport organisations in the co‐creation of value with fans.
Research limitations/implications
The clear implication of the research would be whether sport organisations can develop virtual communities and offer rich means that facilitate individuals' interactions. The research highlights the theoretical foundation and opportunities for sport organisational development. However, the study does not provide an empirical test of the theory. Therefore, an empirical test of the research theory is a future research direction.
Originality/value
This research investigates social factors introduced through social media to sport organisations in the co‐creation of value with fans. The contribution of the research is to provide the theoretical bases for a new research area for sport organisational development through social media. Sport organisations can learn from the social interactions of their fans and develop their strategies. This research shows how sport organisations can use social capital theory and online social support to progress in the industry.
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Zaryab Sheikh, Liu Yezheng, Tahir Islam, Zahid Hameed and Ikram Ullah Khan
The purpose of this paper is to investigate the influence of social commerce constructs (SCCs), social support and relationship quality on social commerce intentions, which lead…
Abstract
Purpose
The purpose of this paper is to investigate the influence of social commerce constructs (SCCs), social support and relationship quality on social commerce intentions, which lead to use behaviour of social networking sites for social commerce.
Design/methodology/approach
Data were collected from 343 users of social networking sites in Pakistan. The data analysis was conducted using PLS-SEM.
Findings
The results show that SCCs have empowered consumers through the existence of virtual groups, ratings and reviews and recommendations and referrals, thereby having a significant impact on social commerce intentions. The relationship quality with social networking sites, measured through commitment, satisfaction and trust, also proved to be a leading forecaster of social commerce intentions. The impact of social support could not positively influence the relationship quality with the social networking site. However, social support influences the social commerce intentions significantly.
Research limitations/implications
Future research should enrich model with some moderating variables and data may be collected from actual online shoppers only.
Practical implications
This study provides valuable insights to retailers to formulate their social commerce strategies as per decision factors results to have maximum engagement of consumers in social commerce.
Originality/value
The study proposes the unique model for finding the social commerce intentions and use behaviour using social support theory, relationship marketing theory and information systems literature.
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Md Sajjad Hosain and Abdullah Mohammad Ahshanul Mamun
This study intends to explore the connection between Facebook-based social media marketing (FSMM) and Facebook-based online purchase order (FOPO) for 20 popular online fashion…
Abstract
Purpose
This study intends to explore the connection between Facebook-based social media marketing (FSMM) and Facebook-based online purchase order (FOPO) for 20 popular online fashion retail brands across three South Asian countries: India, Pakistan and Bangladesh. FSMM was further divided into four components: Perceived trust (PT), Perceived informativeness (PInf), Perceived interactivity (PInt) and Perceived benefit (PB).
Design/methodology/approach
The authors selected 20 popular Facebook-based online fashion brands involved in clothing and fashion accessories businesses in those three countries. Later, the authors purposively selected 114 region-based Facebook page administrators (admins) responsible for operating those brands' Facebook pages and taking Facebook-based online orders. The authors collected primary data from those admins as respondents through a structured survey instrument. The authors applied SPSS 25 for descriptive analysis and a covariance-based structural equation modeling (CB-SEM) (through AMOS 25) for testing the hypothesized relations.
Findings
Based on the valid responses and application of proper statistical measures, it was revealed that three FSMM components: PT, PInf and PB have significant positive relationships with FOPO, while PInt has an insignificant relationship with FOPO.
Originality/value
South Asia is a growing business hub and the largest consumer market in terms of population. This study was conducted to identify the relationship between FSMM and FOPO in the three most prominent South Asian countries. As the first study was undertaken ever on customer perceptions of FSMM in a multi-country South Asian context, this paper is expected to be helpful for academics in conducting further empirical investigations on Facebook-based marketing as well as practitioners and policymakers in formulating and implementing Facebook-based marketing strategies.
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Seyed Mehdi Sharifi, Mohammad Reza Jalilvand and Shabnam Emami kervee
The effectiveness of a message and its attributes have become important for digital media. This study aims to investigate how different elements of a website including both…
Abstract
Purpose
The effectiveness of a message and its attributes have become important for digital media. This study aims to investigate how different elements of a website including both argument-oriented and emotional stimuli based on the elaboration likelihood model (ELM) can affect the issue involvement and change the attitude of the website visitors of a healthcare service provider.
Design/methodology/approach
The Ministry of Health and Education (MOHME) website was selected to explore how its content and design can persuade visitors. An online survey was conducted on 355 adults engaging in health protection behaviors during the COVID-19 pandemic.
Findings
Structural equation modeling (SEM) analysis showed that one design element, i.e. website navigation and one social cue, i.e. social connectedness, have positive impact on issue involvement, while social presence and website satisfaction have a negative effect on issue involvement because of the random fluctuation suppressor effect. In addition, prior knowledge significantly influenced the issue's involvement. Further, website satisfaction has impacted attitudes directly. There was no significant relationship between argument quality and issue involvement.
Originality/value
Previous works have studied health-related behaviors in offline contexts; however, the scholars have not focused on the individuals' persuasion using ELM regarding the healthcare services provided in online communities. The results of the current study have theoretical and practical implications for scholars, website designers and policymakers.
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Mohammad Olfat, Sadra Ahmadi, Sajjad Shokouhyar and Sepideh Bazeli
This study through the lens of social learning theory and using the stimulus-organism-response (S-O-R) framework aims to show that employees' social-related use of enterprise…
Abstract
Purpose
This study through the lens of social learning theory and using the stimulus-organism-response (S-O-R) framework aims to show that employees' social-related use of enterprise social media (ESM) can positively affect their intentions to purchase the fashion products used by their coworkers by mediating role of their perceptions toward their coworkers' credibility in fashion (i.e. physical attractiveness, reliability in communications and experience in fashion).
Design/methodology/approach
To evaluate the validity of the measurement and structural models, 361 employees who were able to take advantage of ESM with social-related motivations were surveyed within seven Iranian organizations. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM).
Findings
The results of the study confirmed that employees' social-related use of ESM positively affects their perceptions toward their coworkers' credibility in three dimensions of physical attractiveness, reliability in communication (trustworthiness) and fashion experience (expertise). Employees' perceptions toward their coworkers' credibility in three dimensions of physical attractiveness, reliability in communications and fashion experience positively affect their intentions to purchase the fashion products used by their coworkers.
Practical implications
This study shows that ESM technology can shape a trusted online community of practice in which employees can share the same interests and learn about different types of [fashion] products and services from each other. Thus, ESM can be considered an online instrument for marketing purposes with which organizations can obtain revenue from other organizations by letting them advertise their products on ESM.
Originality/value
The main theoretical implication of this study is to extend the use of two advanced theories in the workplace, especially regarding employees' social-related use of ESM. In fact, this study through the lens of social learning theory and based on the S-O-R model shows that employees' social-related use of ESM can be considered as a stimulus in the workplace, influencing employees' perceptions toward different objects (e.g. their coworkers' credibility), and resulting in several changes in their behaviors. This is among a few studies addressing marketing outcomes of ESM in the employees' communities.
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Xia Yang, Jihad Mohammad and Farzana Quoquab
This study aims to predict the effect of cultural distance, perceived risk and electronic word of mouth (eWOM) on higher education institutes' students' destination image. In…
Abstract
Purpose
This study aims to predict the effect of cultural distance, perceived risk and electronic word of mouth (eWOM) on higher education institutes' students' destination image. In addition, it examines the mediating role of destination image in relation to students' travel intentions.
Design/methodology/approach
An online survey was employed to collect data from 200 graduate and postgraduate students. The partial least squares was employed to analyse the hypothesised relationships.
Findings
The results of this study found support for the positive effect of cultural distance and eWOM on destination image. Additionally, the mediating effect of destination image was also supported.
Originality/value
This research confirms the vital role of destination image as an antecedent of students' future intention to visit the destination. Moreover, this study contributes to marketing theory by predicting the critical drivers of higher education students' destination image and discussing their applications in the education sector.
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Rozhin Houshiarian, Asra Amidi and Ehsaneh Nejad Mohammad Nameghi
This study aims to examine the role of various Instagram contents on customer behavior. The studied case is associated with herbal teas sold on active Instagram pages.
Abstract
Purpose
This study aims to examine the role of various Instagram contents on customer behavior. The studied case is associated with herbal teas sold on active Instagram pages.
Design/methodology/approach
A structured questionnaire is exploited to collect data from customers. The integration of two entropy weight methods and weighted sum method are used to evaluate the priority of contents. In addition, model development is illustrated through which Instagram broadcasting tools are prioritized benefiting from fuzzy cognitive map method.
Findings
The results illustrate that customer behavior is moderated by content types, which empirically enhances the profitability of the business. The results of this study reveal that educational live, show other ones experience at live as well as motivational lives are the most effective contents. This study is a pioneering one to practically assess the construct of social media engagement through the effects of content types on the Instagram platform.
Originality/value
The effects of various contents, including motivational content, other customers’ experiences, products, educational content and purchase bill, on customer behavior are studied.
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Mohammad Enamul Hoque, Perengki Susanto, Najeeb Ullah Shah, Husnil Khatimah and Abdullah Al Mamun
With the emergence of coronavirus disease 2019 (COVID-19), the usage of e-money has been reinforced to reach the next level. Therefore, this study aims to examine the mediating…
Abstract
Purpose
With the emergence of coronavirus disease 2019 (COVID-19), the usage of e-money has been reinforced to reach the next level. Therefore, this study aims to examine the mediating role of perceived behavioral control (PBC) on the nexus of customers' innovativeness and continuance intention of electronic money (e-money). This study also explores the moderating roles of perceived risk (PR) and electronic security (e-security) in relationships.
Design/methodology/approach
The authors employed a structured questionnaire for data collection and the partial least squares structural equation modeling (PLS-SEM) for empirical estimations.
Findings
The authors' findings reveal that customers' innovativeness promotes continuance intention of using e-money and demonstrate that PBC partially mediates the relation between customers' innovativeness and continuance intention of using e-money. The empirical findings also reveal that PR negatively moderates the relationship between customers' innovativeness and continuance intention and the relationship between customers' innovativeness and PBC. The empirical findings also exhibit that perceived e-security enhances the degree of the relationship between customers' innovativeness and continuance intention and the relationship between customers' innovativeness and PBC.
Practical implications
The findings shed light on an important factor that increases the likelihood of repeat e-money usage and has direct managerial implications for customer experience and risk concerns. Hence, the findings imply that e-money service providers should run a promotional advertisement highlighting what additional features are included or offered and how these could be beneficial for the customers. Furthermore, e-money service providers should provide some tutorial videos in order to increase innovative customers' control over e-money services as well as highlight how risk and security are protected.
Originality/value
This paper integrates three key theories: the diffusion of innovation (DOI) theory, the theory of planned behavior (TPB) and the PR theory in post-adoption behavior of e-money usage. The current study also attempts to fill a literature gap by examining the moderating role of PR and e-security, which could be useful within the relationship between customers' innovativeness, PBC and customers' continued intentions of e-money usage.
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Pantea Foroudi, Maria Teresa Cuomo and Mohammad M. Foroudi
Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose…
Abstract
Purpose
Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users’ continuance interaction intention.
Design/methodology/approach
A mixed-method approach was designed to identify the consumers’ perception toward high-end retailers of worldwide brands. In all, 12 interviews with experts in retailing and a survey among 390 respondents were conducted. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences.
Findings
To augment users’ continuance interaction intention, the results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning and economic benefits (functional value); interaction, collaboration and social presence (social value); and experiential value (intellectual and effective value).
Originality/value
The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumer value and achieve satisfaction, loyalty, identification and continuance interaction intention, all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers’/visitors’/shoppers’ intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers’/visitors’/shoppers’ functional values, social values and experimental values empirically, and to have further explored the relationships between the research constructs.
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Moh'd Anwer Al-Shboul and Mohammad A.K. Alsmairat
This study aims to contribute to the supply chain management (SCM) literature differently. It offers insightful information about the main enablers that affect supply chain…
Abstract
Purpose
This study aims to contribute to the supply chain management (SCM) literature differently. It offers insightful information about the main enablers that affect supply chain efficacy (SCE). Therefore, this study examines the significant roles and the relationships between SC absorptive capacity, SC risk mitigation, supply chain agility (SCA) and supply chain integration (SCI) among manufacturing firms (MFs) in the Middle East region.
Design/methodology/approach
This paper performed a quantitative survey-based study to analyze the substantial roles of SC absorptive capacity, SC risk mitigation, SCA and SCI on SCE. Thus, the authors conducted an online survey through 260 MFs that are listed in the Chamber of the industries of Jordan, Egypt and Turkey that only responded by email. The main respondents were chief executive managers, operations managers, managers and logistics employees from both mid and top levels. The conceptual model was tested by using a hypothesis-testing deductive approach. The findings are based on covariance-based analysis and structural equation modeling (SEM) using partial least squares (PLS)-SEM software.
Findings
The PLS-SEM clearly shows a significant relationship between SC absorptive capacity, SCA and SCI on SCE, while surprisingly still, SC risk mitigation does not significantly affect SCE. Further, the outcomes of this study indicate that there is a significant effect of SCA as a mediating factor in the relationship between SC absorptive capacity and SCE directly and indirectly, as well as a moderating effect of SCI in the relation, whereas there is a nonsignificant effect by SC risk mitigation. Finally, there is a significant effect of SCI in the relationship between SC absorptive capacity and SC risk mitigation on SCE as a moderating factor.
Originality/value
This study introduces a theoretical insight and empirically presents that both SCA and SCI are proper logistics characteristics for mediating and moderating the impact of SC absorptive capacity on SCE. Such findings of this study can provide insightful implications for managers at different levels in MFs, stakeholders and policymakers regarding the importance of using the three mentioned enablers on SCE in MFs, in the Middle East firms, in particular, and in developing countries, in general.