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Article
Publication date: 27 June 2024

Mojtaba Barari

Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a…

523

Abstract

Purpose

Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a meta-analytic review to demonstrate how gamification shapes consumer responses and how moderator variables play a role in this process.

Design/methodology/approach

The study employed a meta-analytic review to combine and synthesize data from 62 studies, including 71 independent samples and a sample size of 20,510 to test the research model and examine the role of moderators in this model.

Findings

Findings reveal that gamification, through the customer experience components (cognitive, hedonic, pragmatic and social elements), leads to customer engagement, resulting in word-of-mouth and loyalty. However, privacy concerns play a destructive role in this process, deteriorating customer–firm relationships. Moderator analysis indicates that gamification design elements, such as rewards, progression and customization systems, along with product and service benefit, involvement, familiarity and firm type moderate the relationship between gamification and customer response.

Research limitations/implications

The meta-analysis main and moderator analysis results provide several insights for marketing managers that assist them in developing an effective gamification in mobile app strategy.

Originality/value

The findings reveal novel insights, encompassing both the bright and dark sides of the influence of gamification on customer response, while also examining the moderating roles of gamification, product and service and firm characteristics.

Details

Marketing Intelligence & Planning, vol. 42 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 22 August 2023

Mojtaba Barari, Mitchell Ross, Sara Thaichon and Jiraporn Surachartkumtonkun

Recent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the…

453

Abstract

Purpose

Recent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the formation of engagement and engagement's impact on the performance of sharing economy platforms in an international context.

Design/methodology/approach

The study analyses unstructured data from 145,434 service providers and 1,703,266 customers on Airbnb across seven countries (USA, Canada, United Kingdom, Australia, South Africa, China and Singapore). Machine learning techniques are used to measure actor engagement, and the research model is tested using structural equation modelling (SEM).

Findings

The findings suggest that actor engagement, encompassing the reciprocal relationship between customer engagement and service provider engagement, has a significant impact on platform performance. The moderator analysis highlights the role of cultural differences in the relationship between customer engagement and service provider engagement and between actor engagement and platform performance. Specifically, the study reveals that actor engagement exhibits a more pronounced impact on platform performance in Western countries (such as the USA, Australia and the UK), compared to Eastern countries (such as China and Singapore).

Research limitations/implications

The analysis of the conceptual model is based on the utilisation of behavioural data obtained from the Airbnb website. Due to the nature of the available data, proxies are employed as measures for variables such as platform performance.

Originality/value

This research is amongst the first to provide empirical evidence for actor engagement formation and the function's role in platform performance in the sharing economy. The global nature of Airbnb as a platform facilitates the investigation of country-level factors, specifically cultural values, across seven diverse countries and highlight differences from business to customer (B2C) business models.

Details

International Marketing Review, vol. 40 no. 6
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 8 August 2024

Mojtaba Barari, Mitchell Ross, Sara Quach and Jiraporn Surachartkumtonkun

This paper aims to explore the concept of “actor engagement” within the context of the sharing economy, a novel and dynamic business model. Specifically, it investigates the…

244

Abstract

Purpose

This paper aims to explore the concept of “actor engagement” within the context of the sharing economy, a novel and dynamic business model. Specifically, it investigates the formation of actor engagement and its relationship with value creation within this business model.

Design/methodology/approach

Drawing on Storbacka et al. (2016)actor engagement framework and service-dominant logic service ecosystem model, unstructured data (text and images) from the Airbnb platform in seven countries and text- and image-mining techniques such as machine learning are used to measure the research variables and test the model by PLS-SEM.

Findings

The results indicate that affective engagement has a more significant impact on behavioural engagement than cognitive engagement for multidimensional actor engagement. Service providers’ engagement – directly, and through customer engagement – influences value creation for service providers (i.e. performance). Moreover, national-level moderator (i.e. economic, competitiveness, technology, social and political factors) plays a significant moderating role in our model.

Research limitations/implications

This study encourages future research to explore how actor engagement leads to value creation for all actors on the different sharing economy platforms.

Practical implications

The findings provide practical insights for service providers to engage their customers and platform managers, especially in an international context, on managing their relationships with both customers and service providers in different countries.

Originality/value

This study advances the current literature on actor engagement and its role in value creation by providing a better understanding of the role of the national context in this process through unstructured data analysis.

Details

European Journal of Marketing, vol. 58 no. 8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 6 June 2024

Mojtaba Barari, Lars-Erik Casper Ferm, Sara Quach, Park Thaichon and Liem Ngo

Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers…

1064

Abstract

Purpose

Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers have received limited attention.

Design/methodology/approach

We employed meta-analysis to synthesise effect sizes from 45 studies encompassing 50 independent samples (N = 19,503) to illuminate the negative facets of AI's impact on customer responses.

Findings

Adverse effects of AI, including privacy concern, perceived risks, customer alienation, and uniqueness neglect, have a negative and significant effect on customers' cognitive (perceived benefit, trust), affective (attitude and satisfaction) and behavioural responses (purchase, loyalty, well-being). Additionally, moderators in AI (online versus offline), customer (age, male vs. female), product (hedonic vs. utilitarian, high vs. low involvement), and firm level (service vs. manufacturing) and national level (individualism, power distance, masculinity, uncertainty avoidance, long-term orientation) moderate these relationships.

Practical implications

Our findings inform marketing managers about the drawbacks of utilising AI as part of their value proposition and provide recommendations on how to minimise these effects in different contexts. Additionally, policymakers need to consider the dark side of AI, especially among the vulnerable groups.

Originality/value

This paper is among the first research studies that synthesise previous research on the dark side of AI, providing a comprehensive view of its diminishing impact on customer responses.

Details

Marketing Intelligence & Planning, vol. 42 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 25 January 2022

Sara Quach, Mojtaba Barari, Park Thaichon and Dann Vit Moudrý

The study aims to investigate customers' emotional and behavioral responses to price promotion in omnichannel retailing through the integration of the expectancy-disconfirmation…

1139

Abstract

Purpose

The study aims to investigate customers' emotional and behavioral responses to price promotion in omnichannel retailing through the integration of the expectancy-disconfirmation theory, feelings-as-information-theory and regret regulation theory.

Design/methodology/approach

An online survey was designed in Qualtrics and distributed by an online survey to collect data from 786 (main study) and 150 (a follow-up study) customers from the USA. The participants were randomly assigned to different scenarios related to the need to purchase a toothbrush, laptop or health supplement. After the first purchase, the participants received a discount on the same product that has just been purchased. The discount can be used at an online store or a physical store. The three levels of price promotion after the purchase were 10% (low), 25% (moderate) and 50% (high).

Findings

The study found that consumers are likely to feel more surprised and less discontented when being offered a higher discount. The emotions further significantly impact their anticipated regret. Further, different discount levels influence patronage intention and omnichannel usage via emotional responses and anticipated regret. These relationships are moderated by product involvement.

Originality/value

The study extends knowledge of price promotion and provides insights that can assist retailers in increasing the effectiveness of their sales promotion strategy. Addressing the lacuna in the current literature, which predominantly focuses on the cost and benefits analysis of sales promotion, the study revealed that cross-channel price promotion results in consumers' sophisticated emotional responses.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 29 September 2023

Mojtaba Barari

The purpose of this research is to investigate the negative impact of social media influencers (SMIs) (human vs virtual) on customer well-being. Additionally, it aims to explore…

5428

Abstract

Purpose

The purpose of this research is to investigate the negative impact of social media influencers (SMIs) (human vs virtual) on customer well-being. Additionally, it aims to explore how the fear of missing out (FOMO) mediates and regulatory focus moderates this relationship from the social comparison theory lens.

Design/methodology/approach

In the first study, text mining and machine learning were employed to measure the level of followers' well-being in response to 40 SMIs (human vs virtual) posts on Instagram. In the second study, a randomized between-subjects experiment was conducted with three groups (human vs virtual vs control) and a sample size of 412 participants to confirm the results of the first study and investigate how FOMO mediates and regulatory focus moderates the relationship between SMI beauty product endorsement and consumer well-being.

Findings

The findings from text mining indicate that SMIs have a greater impact on consumers well-being, which is higher for virtual than human influencer. Additionally, the result of the experimental study shows the mediating role of FOMO in their relationship between SMIs and well-being. The moderator analysis reveals that there is a moderating effect of regulatory focus in the model.

Practical implications

The findings inform marketing managers about the differences between virtual than human influencer in their impact on customer well-being in endorsing beauty product, especially among the younger generation.

Originality/value

This paper is among the first research studies that examine the dark side of SMIs, which diminishes their follower's well-being through social comparison theory lenses.

Details

Marketing Intelligence & Planning, vol. 41 no. 8
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Open Access. Open Access
Article
Publication date: 27 April 2020

Mojtaba Izadi, Aidin Farzaneh, Mazher Mohammed, Ian Gibson and Bernard Rolfe

This paper aims to present a comprehensive review of the laser engineered net shaping (LENS) process in an attempt to provide the reader with a deep understanding of the…

12779

Abstract

Purpose

This paper aims to present a comprehensive review of the laser engineered net shaping (LENS) process in an attempt to provide the reader with a deep understanding of the controllable and fixed build parameters of metallic parts. The authors discuss the effect and interplay between process parameters, including: laser power, scan speed and powder feed rate. Further, the authors show the interplay between process parameters is pivotal in achieving the desired microstructure, macrostructure, geometrical accuracy and mechanical properties.

Design/methodology/approach

In this manuscript, the authors review current research examining the process inputs and their influences on the final product when manufacturing with the LENS process. The authors also discuss how these parameters relate to important build aspects such as melt-pool dimensions, the volume of porosity and geometry accuracy.

Findings

The authors conclude that studies have greatly enriched the understanding of the LENS build process, however, much studies remains to be done. Importantly, the authors reveal that to date there are a number of detailed theoretical models that predict the end properties of deposition, however, much more study is necessary to allow for reasonable prediction of the build process for standard industrial parts, based on the synchronistic behavior of the input parameters.

Originality/value

This paper intends to raise questions about the possible research areas that could potentially promote the effectiveness of this LENS technology.

Details

Rapid Prototyping Journal, vol. 26 no. 6
Type: Research Article
ISSN: 1355-2546

Keywords

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