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Article
Publication date: 14 January 2025

Shaji Mathai, Sushant Kumar, Naman Sreen and Saket Jeswani

Increasingly, brands are using social media to attract consumers. However, it is not clear how social media activities influence consumers. To address this, the study examines the…

51

Abstract

Purpose

Increasingly, brands are using social media to attract consumers. However, it is not clear how social media activities influence consumers. To address this, the study examines the role of social media marketing (SMM) activities on consumer-based brand equity and continued usage intentions. The study also examines the moderating role of education.

Design/methodology/approach

The study utilized consumer-based brand equity (CBBE) and stimulus organism response (SOR) theories to develop a conceptual model. SMM activities were used as stimulus, whereas continued usage intentions were used as response. Also, the study used elements of CBBE as organisms. A survey-based questionnaire approach was used to collect data from 326 consumers. The collected data were analysed using structural equation modelling.

Findings

Results indicate that SMM activities are associated with elements of CBBE. Also, elements of CBBE shape continued usage intentions of consumers. The results of the multigroup analysis suggest the differences among the three groups with respect to their education level. The study’s findings enable managers to understand CBBE and continued usage behaviour of their customers and provide guidelines to manage their SMM activities.

Originality/value

The study findings are first to empirically test the effects of SMM activities on CBBE and continued usage behaviour. The results show that the stimulus strongly shapes CBBE and their continued intention to purchase brands. The findings contribute to the literature on SMM activities, CBBE and offer novel managerial implications.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 17 August 2023

Naman Sreen, Veenu Sharma, Safiya Mukhtar Alshibani, Steve Walsh and Giuseppe Russo

This study aims to empirically examine the influence of management control systems (MCSs) on knowledge acquisition from innovation failure (KAFIF), which further impacts…

609

Abstract

Purpose

This study aims to empirically examine the influence of management control systems (MCSs) on knowledge acquisition from innovation failure (KAFIF), which further impacts empowerment, creativity and organizational innovation. This study argues that enabling an MCS positively influences KAFIF, whereas controlling the use of an MCS negatively influences KAFIF. Further, KAFIF positively impacts empowerment, creativity and organizational innovation.

Design/methodology/approach

This study aims to create a comprehensive stimulus–organism–response (S-O-R) framework. This framework includes an MCS (belief, interactive, boundary and diagnostic) as a stimulus, KAFIF as an organism and creativity, empowerment and organizational innovation as responses. The data were gathered using an online survey administered to a sample of 321 employees working in India’s micro, small and medium enterprises and analyzed using partial least squares structural equation modeling.

Findings

The results indicate that there is no correlation between belief control and the acquisition of knowledge from the failure of innovation, interactive control has a positive association with KAFIF and boundary control has no relationship with KAFIF. Diagnostic control has a significant negative association with KAFIF. Further, this study found that KAFIF positively associates with empowerment, creativity and organizational innovation.

Originality/value

This study is among initial studies that examine the influence of MCSs on KAFIF, which impacts empowerment, creativity and organizational innovation. Further, it helps be one of the initial literature on studying KAFIF rather than innovation success.

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Article
Publication date: 1 December 2020

Naman Sreen, Rambalak Yadav, Sushant Kumar and Mark Gleim

This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus…

1097

Abstract

Purpose

This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus on environmental issues in emerging markets, an examination of the institutional environment in India can provide unique insights into the drivers of green consumption.

Design/methodology/approach

A large-scale data collection is conducted via an online survey to test the validity of the theorized model. A survey methodology is used to collect responses from a sample of 400 consumers in India and analyzed via Smart PLS 3.0.

Findings

The findings suggest moral norms, injunctive and descriptive, have varying influences on consumers. Further, governmental influence, at least in India, may not have a positive impact one would expect. The results indicate the institutional framework developed in this research has a good predictive ability in green marketing settings and offers insights for businesses and policymakers to enhance consumers’ motivations to purchase green products.

Originality/value

From a theoretical perspective, this research is the first to examine the institutional environment on green consumption in India and provides unique insights into the influences of green consumption. The results suggest the institutional environment in India presents unique opportunities for practitioners and policymakers.

Details

Journal of Consumer Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 6 June 2023

Ankita Sharma, Naman Sreen and Kuldeep Baishya

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution…

995

Abstract

Purpose

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).

Design/methodology/approach

Means-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.

Findings

The results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.

Originality/value

The prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.

Details

Marketing Intelligence & Planning, vol. 41 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 20 October 2023

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

25

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This paper discovered that knowledge and information from failures can be used to improve performance in innovation as well as creativity within the organisation.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Development and Learning in Organizations: An International Journal, vol. 37 no. 6
Type: Research Article
ISSN: 1477-7282

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