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Article
Publication date: 2 October 2023

Anurag Singh, Ashok Kumar Patel, Shefali Jaiswal, Punita Duhan and Vinod Kumar Singh

This study focuses on Aaker's Brand Equity Model, to check the effect of brand equity determinants on booking intention (BI) for ridesharing in India. The study also explores the…

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Abstract

Purpose

This study focuses on Aaker's Brand Equity Model, to check the effect of brand equity determinants on booking intention (BI) for ridesharing in India. The study also explores the moderation of ecologically conscious consumer behavior (ECCB) on the multiplicative effect of brand awareness (BAw), brand association (BA) and perceived quality (PQ) in influencing the BI.

Design/methodology/approach

Responses from 393 Indian ridesharing users were collected using judgmental sampling and were analyzed using Hayes Process macro.

Findings

The study found a direct relationship between BAw and BI, BAw and BA, BAw and PQ, BA and PQ, PQ and BI, and BA and BI. Findings revealed mediation of BA in BAw and BI relationship and PQ in BAw and BI relationship. Results revealed that BA and PQ serially mediate BAw and BI relationship. ECCB moderates PQ and BI relationship but not BAw and BI relationship.

Research limitations/implications

Serial mediation and moderated-mediation results draw various theoretical implications for determinants of Aaker's Brand Equity model and ECCB.

Practical implications

The research has several implications for managers in view of brand equity determinants and ECCB. The study also contributes to policy implications.

Originality/value

Study's novel contributions are mediation, serial mediation between brand equity determinants, and moderation of ECCB between BAw and BI for ridesharing.

Details

Management of Environmental Quality: An International Journal, vol. 35 no. 1
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 10 March 2021

Yog Mishra and Anurag Singh

Dynamism has been the key to the success and popularity of social media, and users always try to adapt to the available new changes. Continuous growth in the access and reach of…

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Abstract

Purpose

Dynamism has been the key to the success and popularity of social media, and users always try to adapt to the available new changes. Continuous growth in the access and reach of social media in the past decade has enabled the users to make a calculative assessment of their social media usage. Social currency is a phenomenon that helps the customer in their evaluation of social media usage. However, this concept is still in its infancy phase, and there have been hitherto no studies to understand the influence of social currency dimensions on Indian users. This paper aims to study the dimensions of social currency for a better insight into social media usage of Indian customers.

Design/methodology/approach

Data were collected from 384 respondents from the biggest residential university in Varanasi through a structured questionnaire using the snowball sampling technique. Responses were taken on a seven-point Likert scale. Responses were analyzed by the factor analysis method using the maximum likelihood estimation model.

Findings

The result of this study empirically demonstrated that six dimensions, i.e. conversation, information, utility, affiliation, advocacy and identity, constitute the social currency of the user while browsing social media sites. It was also found that among the factors described above, advocacy emerged as the most influential dimension of social currency for Indian users, followed by identity and affiliation.

Practical implications

The findings have various managerial implications for the firms that want to have a significant social media presence. These findings can help marketers to design a tailored social media campaign for Indian users in an efficient manner by successfully incorporating the aforesaid social currency dimensions in their strategy.

Social implications

This study also reflects the societal impact of the dimensions of social currency on Indian users, as any change in the usage of social media can have a long-lasting effect on the mood of the people. The influence of the social currency dimension differs significantly in the context of Indian users compared to the existing literature, as they give more value to the behavioural aspect of the social currency (advocacy, identity and affiliation), strengthening the sense of belongings among the members.

Originality/value

This paper highlights, for the first time, the level of influence social currency dimensions have on Indian users, as there have been hitherto no studies to understand the influence of social currency dimensions on Indian users. Another significant contribution of this research is the empirical validation of the social currency determinants. Thus, this study may contribute to the social media strategy of the firm for Indian users by incorporating the social currency dimension, as discussed in the study.

Details

South Asian Journal of Business Studies, vol. 10 no. 3
Type: Research Article
ISSN: 2398-628X

Keywords

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