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Case study
Publication date: 17 October 2012

Pinaki Dasgupta and Jones Mathew

Marketing management, digital marketing, advertising and promotion management, and technology management.

Abstract

Subject area

Marketing management, digital marketing, advertising and promotion management, and technology management.

Study level/applicability

The case is suitable for BBA and MBA students. It can also be considered in executive education programs.

Case overview

Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped.

Expected learning outcomes

These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives.

Supplementary materials

Teaching notes are available, please consult your librarian for access.

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Book part
Publication date: 19 February 2021

Mark Anthony Camilleri and Pedro Isaias

Businesses are increasingly using corporate communication technologies to interact with prospective customers. Therefore, this study explores the corporate executives’ readiness…

Abstract

Businesses are increasingly using corporate communication technologies to interact with prospective customers. Therefore, this study explores the corporate executives’ readiness to use interactive media for engagement with online users. The methodology relied on valid and reliable measures to explore the participants’ pace of technological innovation (PTI), perceived usefulness, ease of use and social influences, as these factors can have an effect on their engagement with interactive technologies. The findings supported the scales’ content validity as the structural equation modeling approach has reported a satisfactory fit for this study’s research model. The results indicated that the PTI, perceived usefulness, ease of use of online technologies as well as social influences were significant antecedents for the marketing executives’ engagement with online users through digital media. There were significant influences from the demographic variables, including age, gender and experiences that moderated these relationships. In conclusion, this contribution identifies its limitations and suggests possible research avenues to academia.

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Article
Publication date: 8 May 2018

Saad Ghaleb Yaseen and Ihab Ali El Qirem

The purpose of this paper is to investigate the essential factors influencing the adoption and use of e-banking services as perceived by customers of the Jordanian commercial…

2411

Abstract

Purpose

The purpose of this paper is to investigate the essential factors influencing the adoption and use of e-banking services as perceived by customers of the Jordanian commercial banks.

Design/methodology/approach

This paper adapts and modifies the unified theory of acceptance and use of the technology model. Modifications were made to explain intention to use e-banking services.

Findings

The modified model explained 0.887 of behavior intention variance and 0.516 percent of the intended degree of e-banking services use variance. Three constructs are found to be good predictors: effort expectancy (EE), social influence, and perceived e-banking services quality. Performance expectancy and hedonic motivation are not significant predictors. However, all three predictors were significantly moderated by age only.

Research limitations/implications

As with any research in the field of IT adoption and consumer behavior, researchers should take into consideration the generalization of their empirical findings. The generalization could be enhanced if future research uses the Jordanian baking sector which includes Jordanian and non-Jordanian banks. Finally, the current research findings are based on the cross-sectional research method. Taking this fact into consideration, the relation between intention and actual use may raise questions. One solution is to study intention and actual use at different points in time by conducting longitudinal research to access and test the research hypotheses.

Practical implications

Managers need to focus on promoting e-banking services in terms of consumer’s EE, social influence, and e-banking service quality. Since young consumers are early adopters, Jordanian banks need to introduce added entertainment values for youth and extra convenience for older consumers.

Originality/value

The main contributions revolve around developing a better understanding of the essential factors influencing the adoption and use of e-banking services. This research incorporates a new variable: perceived e-banking quality. Thus, the proposed model provides better explanatory power than previous research.

Details

International Journal of Bank Marketing, vol. 36 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 10 May 2011

Hakan Çelik

The previous studies examining the role of subjective norm (SN), online shopping anxiety (ANX) and perceived playfulness (PPL) in predicting the consumer's adoption of online…

9275

Abstract

Purpose

The previous studies examining the role of subjective norm (SN), online shopping anxiety (ANX) and perceived playfulness (PPL) in predicting the consumer's adoption of online shopping yielded fragmented and inconsistent findings. Also, a high proportion of these findings assessing the regarded behaviour of consumers in the West cannot be directly applied to a cross‐cultural context. The purpose of this paper is to investigate the relationships between these variables and the variables of technology acceptance model (TAM) associated with customer's online shopping intentions in an international environment.

Design/methodology/approach

The research model reflecting the effects of SN, ANX and PPL on TAM constructs has been proposed. In total, 278 cases were gathered from online shoppers through a web‐based survey. Structural equation modelling was used to evaluate the proposed research model in terms of path significance, overall model fit and explanatory power.

Findings

It was found that PPL had positive direct effects on both perceived ease of use of online shopping (PEOU) and behavioural intentions to shop online (BI). Nevertheless, SN and ANX appeared to exert significant positive and negative influences respectfully on only PEOU.

Research limitations/implications

The study findings were obtained from the single snapshot research, and the small dataset covering only actual online shoppers. Therefore, the future research should carry a longitudinal nature to show the temporal change effects and remedy the possibility of self‐selection bias with a broader research sample.

Originality/value

The paper provides additional insights for retailers and researchers into the effects of SN, ANX and PPL on online shopping intentions of Turkish consumers, which could be used in formulating online marketing strategies and considering future research directions.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 6 November 2017

Ying-Wei Shih, Ya-Ling Wu, Yi-Shun Wang and Chiung-Liang Chen

The purpose of this paper is to investigate the post-adoption stage of Voice over Internet Protocol (VoIP) telephony diffusion, examining usage behavior based on Shih and Venkatesh

572

Abstract

Purpose

The purpose of this paper is to investigate the post-adoption stage of Voice over Internet Protocol (VoIP) telephony diffusion, examining usage behavior based on Shih and Venkateshs use-diffusion (UD) model.

Design/methodology/approach

The research model incorporates technology sophistication, complementary technologies, personal innovativeness, self-efficacy, trust propensity, media exposure, subjective norms, and word-of-mouth (WOM) referrals as UD determinants; rate of use and variety of use as usage variables; intense use, specialized use, nonspecialized use, and limited use as UD patterns; and satisfaction and intention to use future-related technologies as UD outcomes. Data used to test the research model were collected using a web-based online questionnaire form; 360 valid responses were obtained. Partial least squares, multinomial logistic regression, and analysis of variance were used to analyze data.

Findings

The results reveal that variety of use, self-efficacy, propensity to trust, media exposure, subjective norms, and WOM referrals increase rate of use, while complementary technologies, personal innovativeness, self-efficacy, media exposure, and subjective norms widen variety of use; variety of use is essential in predicting UD outcomes; when choosing limited use as the reference category, more than half of the UD determinants are capable of predicting UD patterns; and generally, intense users are more satisfied with VoIP telephony, while limited users have less intention to use future-related technologies.

Originality/value

The present study focuses on the post-adoption stage, thereby extending the frontiers of research on the diffusion of VoIP telephony. Academics can obtain some evidence of the explanatory power of the UD model in the context of VoIP telephony use, and practitioners can obtain fresh insights into the dynamics of VoIP telephony usage behavior.

Details

Information Technology & People, vol. 30 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

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Article
Publication date: 5 September 2018

Maya F. Farah, Muhammad Junaid Shahid Hasni and Abbas Khan Abbas

The purpose of this paper is to study the important factors which help explain consumer intention and use behavior in mobile banking (m-banking) adoption. All constructs of the…

5785

Abstract

Purpose

The purpose of this paper is to study the important factors which help explain consumer intention and use behavior in mobile banking (m-banking) adoption. All constructs of the unified theory of acceptance and use of technology 2 are studied. Non-monetary value is studied through perceived value. Trust and perceived risk are also included to predict intention.

Design/methodology/approach

A questionnaire was utilized to evaluate customer responses on a five-point Likert scale. A convenience sampling technique was used to collect data from a sample of 490 respondents in Pakistan. The data were analyzed using AMOS and SPSS for Cronbach’s α, CR, CMV, AVE, Harmon’s single factor test, correlation and structural equation modeling.

Findings

The results of the study show that most of the predictors of intention, including perceived value, performance expectancy, habit, social influence, effort expectancy, hedonic motivation (except for facilitating condition), perceived risk and trust, are significant. All predictors of usage behavior are significant.

Research limitations/implications

A cross-sectional study was conducted due to time constraints.

Practical implications

Bank managers must focus on improving customers’ intentions to use m-banking as well as on providing facilitating conditions to increase its actual use. To boost mobile banking, banks’ management must consider the customers’ habits while designing their m-banking products.

Originality/value

The findings of this paper are not only interesting in terms of boosting m-banking diffusion rate, but also in terms of financial inclusion of the vast majority of mobile users. Further the impact of intention, facilitating condition and habit were checked on actual use behavior since people tend not always to act upon their intentions.

Details

International Journal of Bank Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 13 November 2020

Mohammad Nabil Almunawar, Muhammad Anshari and Syamimi Ariff Lim

The purpose of this paper is to investigate the enabling factors and the customers’ acceptance of ride-hailing in Indonesia.

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Abstract

Purpose

The purpose of this paper is to investigate the enabling factors and the customers’ acceptance of ride-hailing in Indonesia.

Design/methodology/approach

The authors adopt some constructs from the unified theory of acceptance and use of technology (UTAUT) 2 as the framework for the study to derive factors that influence the acceptance of ride-hailing in Indonesia. Samples through a convenience sampling method were collected from an online survey and were transformed into data through coding and subsequently processed using SPSS for descriptive analysis, reliability test, correlation and multiple regression analysis for hypothesis testing.

Findings

Ride-hailing started in 2015 in Indonesia. Five enabling factors make digital ride-hailing possible, the internet, smartphone, broadband wireless network, digital map and global positioning system. The authors found that performance expectancy, social influence and habit positively influence customers to accept ride-hailing in Indonesia.

Research limitations/implications

Although this research has a small sample, it is still relevant to understand people’s acceptance to the ride-hailing platform. As a ride-hailing platform is now transformed to a multisided markets platform, adoption studies or other studies on each market to cover the whole picture of the platform influence to the society, and its contribution to the national economy will be very interesting. The authors’ future research will cover various services covered by ride-hailing companies.

Originality/value

This study proposes and argues that four main enabling factors make digital ride-hailing a viable business. The study contributes to three significant factors that influence the acceptance of ride-hailing in Indonesia.

Details

Journal of Science and Technology Policy Management, vol. 12 no. 3
Type: Research Article
ISSN: 2053-4620

Keywords

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Article
Publication date: 12 May 2020

Stanislav Mamonov and Raquel Benbunan-Fich

This study examines the factorial structure of salient user beliefs associated with smart locks. We also examine the predictive value of the identified constructs on the smart…

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Abstract

Purpose

This study examines the factorial structure of salient user beliefs associated with smart locks. We also examine the predictive value of the identified constructs on the smart lock adoption intention and we evaluate gender differences in the predictive value of the identified constructs.

Design/methodology/approach

The study assumes pragmatic epistemological stance and it leverages mixed-methods research design. The research progresses through three stages: belief elicitation, exploratory factor analysis and confirmatory factor analysis within a nomological network. New groups of participants were recruited for each stage of the study.

Findings

We find that while potential adopters express a broad range of perceived benefits and concerns associated with smart locks, only the perceived relative advantage of smart locks vis-à-vis conventional locks in providing safety and security is significantly correlated with adoption intention for both genders. We also find that perceived novel benefits are a significant predictor of the smart lock adoption intention for women, but not for men.

Research limitations/implications

Our results indicate that perceived relative advantage can be the singular critical consideration in the adoption of smart home technologies that replace incumbent solutions. The results also demonstrate that gender-specific models can better capture gender effects that influence technology adoption and use.

Practical implications

Smart home technology vendors would need to convince prospective users that new technology is better than the incumbent solutions on the core affordances of the incumbent technology. Men and women differ in the consideration of novel benefits afforded by novel technologies.

Originality/value

This is among the first studies to examine salient beliefs that affect smart home technology adoption. The findings suggest that the traditional models (TAM, UTAUT) do not capture the key salient beliefs that can influence innovative smart home technology adoption. The study also suggests that gendered models are needed to understand technology adoption in contexts where technology adoption intersects with gender roles.

Details

Information Technology & People, vol. 34 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

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Article
Publication date: 16 July 2024

Salma S. Abed and Rotana S. Alkadi

The purpose of this paper is to examine the factors that influence Saudi Arabian users’ intentions to continue using fintech payment applications and their satisfaction with these…

274

Abstract

Purpose

The purpose of this paper is to examine the factors that influence Saudi Arabian users’ intentions to continue using fintech payment applications and their satisfaction with these applications.

Design/methodology/approach

The unified theory of acceptance and use of technology 2 and DeLone and McLean’s IS success model were integrated to provide a comprehensive framework. A questionnaire was distributed to 401 users of fintech payment applications, and the data collected was analysed using structural equation modelling to test the hypotheses.

Findings

The results reveal that factors such as social influence, price value and habit have a positive influence on the continued desire to use fintech payment applications, that the performance expectancy is positively influenced by the level of effort expectancy. Additionally, the quality of the system, service and information provided by the applications has a direct association with user satisfaction, as indicated by the IS Success Model. Moreover, it was observed that customer satisfaction with fintech payment applications positively affects their intention to continue using them.

Originality/value

This study addresses an important gap in the existing literature by examining the factors influencing Saudi Arabian consumers’ intentions to sustain the usage of fintech payment applications. Despite governmental support for the industry, understanding consumer behaviour and satisfaction with these applications remains limited, making this research timely and valuable.

Details

Journal of Financial Reporting and Accounting, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1985-2517

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Article
Publication date: 8 June 2012

Ankit Kesharwani and Shailendra Singh Bisht

The main purpose of this paper is to extend the technology acceptance model (TAM) in the context of internet banking adoption in India under security and privacy threat.

14521

Abstract

Purpose

The main purpose of this paper is to extend the technology acceptance model (TAM) in the context of internet banking adoption in India under security and privacy threat.

Design/methodology/approach

Keeping the TAM proposed by Davis as a theoretical basis, an extended TAM incorporating security‐ and privacy‐related issues for internet banking adoption is conceptualized. The authors have incorporated various inhibitors of internet banking which restrict the use of internet banking adoption under “perceived risk”, and also consider the role of the bank web site as a key determinant of perceived risk and of perceived ease of use in the context of internet banking services.

Findings

The paper reveals that perceived risk has a negative impact on behavioral intention of internet banking adoption and trust has a negative impact on perceived risk. A well‐designed web site was also found to be helpful in facilitating easier use and also minimizing perceived risk concerns regarding internet banking usage.

Practical implications

Financial bank institutions should give attention to the inhibitors or perceived risk factors of internet banking adoption in order to retain existing customers as well as attract new consumers. The study also suggests that banks should build a web site with features to facilitate users' assessment of internet banking services and thus minimize the perceived risk and maximize the perceived ease of internet banking services. Web‐based retailers depending on online payments would also be benefit by incorporating the elements of perceived risk and trust in their own web design and online services.

Originality/value

In addition to the traditional construct of TAM, a new construct of perceived risk has been added. The impact of web site design and trust on internet banking adoption has also been examined and shown to be significant in India in the context of internet banking adoption.

Details

International Journal of Bank Marketing, vol. 30 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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