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Article
Publication date: 5 March 2020

Jian Wei Cheong, Siva Muthaly, Mudiarasan Kuppusamy and Cheng Han

The purpose of this research is to examine the type of online reviews (review timeliness, review quantity, and review valence) and its relationship toward online purchase…

5352

Abstract

Purpose

The purpose of this research is to examine the type of online reviews (review timeliness, review quantity, and review valence) and its relationship toward online purchase intention for electronic products among millennials in Malaysia.

Design/methodology/approch

The quantitative approach and simple random sampling methodology were used in this research. Data were gathered through a survey instrument, and the partial least squares structural equation modeling (PLS-SEM) technique was subsequently applied to 215 responses. The model explained 36.3 percent variation of the major constructs in relation to online purchase intention of electronic products amongst Malaysian millennials.

Findings

Review timeliness is the most influential online reviews element towards Malaysian millennials' online purchase intention for electronic products.

Originality/value

This research project has provided the researcher and marketers with more clarity into the area of online purchase intention for electronic products, which is a volatile and dynamic area with continuous uncertainty.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 7
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 October 2018

Anjala S. Krishen, Mark A.A.M. Leenders, Siva Muthaly, Marta Ziółkowska and Michael S. LaTour

Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in…

1448

Abstract

Purpose

Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in Poland, versus those which are higher in social capital, such as the USA.

Design/methodology/approach

This paper uses a partial least squares approach with a cross-cultural sample. The complete sample consists of 556 participants for this study across the USA (n = 258) and Poland (n = 298).

Findings

Results indicate that social media success is lower in Poland and that this result is related to lower social networking capital in Polish society. However, the proposed model shows that social media functionality can overcome some of the barriers.

Research limitations/implications

Limitations include a very specific set of countries rather than a larger set of countries and sample, survey methodology which could be augmented with a mixed methods approach and convenience sampling which ensured homogeneity and matching.

Practical implications

Based on this research, media designers should attempt to keep information quality high but even more importantly, they should increase interactivity. For Poland in particular, well-designed interactivity can mitigate societal barriers to success of social media, as it can enhance trust in such platforms.

Social implications

Because of Poland’s history of more than 40 years of communism, the newer generations may eventually become more adaptive to social networking tools and such acceptance could lead to greater social capital, which is important for Polish society from a business perspective as well.

Originality/value

The most important contribution of this research is that it theoretically and empirically establishes the importance of SCT in relation to social networking across two different countries.

Details

European Journal of Marketing, vol. 53 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 7 January 2013

Siva Muthaly, Antonio C. Lobo and Jimmy Song Jen-Yuan

The purpose of this paper is to investigate the factors which influence Taiwanese students' destination choice for their overseas postgraduate studies. Constructs elicited from…

1027

Abstract

Purpose

The purpose of this paper is to investigate the factors which influence Taiwanese students' destination choice for their overseas postgraduate studies. Constructs elicited from the literature were overall perception of education quality, available information, country characteristics and accrual of potential benefits.

Design/methodology/approach

The paper takes the form of a literature review, from which the authors identified four constructs: quality of available information; overseas country characteristics; potential benefits; and perceptions of overall education quality. The data required for this research were collected by means of a consumer-type survey. A questionnaire was developed with 40 items adapted from previously validated scales. A non-probabilistic sampling procedure, i.e. convenience sampling, was adopted owing to the unavailability of a satisfactory sampling frame. Final-year undergraduate students from four universities in Taiwan were targeted. There was upfront a screening question which eliminated students who were not knowledgeable about overseas postgraduate education from continuing the survey. A total of 312 survey questionnaires were administered by trained interviewers, during a two-week period, and 301 completed questionnaires were collected.

Findings

The research findings revealed that the overall perception of education quality in host country influences the choice of the destination country. Path analysis has shown the catalytic need for intermediation by potential benefits accrued. Postgraduate Taiwanese students, having a better appreciation of western acculturation and potential migration and job prospects, together with the constructs of quality of information and country characteristics, have a better overall perception of education quality of destination country.

Research limitations/implications

Universities targeting Taiwanese postgraduate students need to highlight aspects of potential benefits in their marketing literature and promotional materials. The results of this study will certainly benefit overseas educational institutions and their marketing departments.

Originality/value

This is one of the very few studies which uses partial least squares to address a complex situation associated with the hierarchy of determinants in the selection of a foreign university.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 September 2000

Janek Ratnatunga and Siva K. Muthaly

This paper presents an overview of the lessons learned by successful and unsuccessful small businesses during the 1996 Summer Olympic games in Atlanta, Georgia, and considers…

208

Abstract

This paper presents an overview of the lessons learned by successful and unsuccessful small businesses during the 1996 Summer Olympic games in Atlanta, Georgia, and considers their impact on organisations involved in the 2000 Olympiad in Sydney, Australia. With the Olympics in Australia now imminent, it appears that whilst the organisers have learnt and benefited from the painful lessons of Atlanta, there are still issues that are causing much concern even at this late stage of event organisation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 2 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 3 June 2014

Angel Po Cheung Lai, Paul Gibson and Siva Muthaly

Managers in higher education require cost effective ways to attract the optimal number of students. The purpose of this paper is to address that general problem at the college…

910

Abstract

Purpose

Managers in higher education require cost effective ways to attract the optimal number of students. The purpose of this paper is to address that general problem at the college level, and in doing so, it points toward strategies that could also be relevant at university and at national level. Two crucial issues are whether potential students are more influenced by parents or by peers when it comes to choosing a college; and whether spending money on advertising is more efficacious than spending money on making direct contact with potential students. The findings provide essential market intelligence for strategically managing the scarce resources available for attracting students.

Design/methodology/approach

Data were gathered through a survey instrument and the partial least squares (PLS) technique was subsequently applied to 314 responses.

Findings

Secondary school guidance counselors, followed by current and previous college students were the highlights in order of magnitude for non-marketing information sources for college choice. Social life received the highest loadings among college attributes and phone calls from the admissions office received the highest loading among marketer controlled variables. The results reflect the nature of Chinese culture, which is regarded as being highly collectivist.

Research limitations/implications

The model proposed in this study is applicable to students of sub-degree courses, but may need to be adapted to degree and postgraduate courses students.

Practical implications

This study helps educational managers to identify which factors most strongly influence choice of higher education provider, and as a consequence enable managers to make more strategic use of scarce resources.

Originality/value

This is one of very few studies which employ PLS analysis to discover the key factors that influence student selection of a higher education provider, and one of few studies that focusses on Hong Kong.

Details

International Journal of Educational Management, vol. 28 no. 5
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 27 March 2009

Siva Muthaly and Hong‐Youl Ha

The purpose of this paper is to model the development of e‐purchasing behavior by examining the simultaneous effects of information, web interactivity, satisfaction and positive…

1806

Abstract

Purpose

The purpose of this paper is to model the development of e‐purchasing behavior by examining the simultaneous effects of information, web interactivity, satisfaction and positive attitude (PA) on purchase intentions (PIs).

Design/methodology/approach

Development and testing of four competing models from surveys of 402 consumers.

Findings

The results highlight the appropriateness of the multiple mediation model (MMM). The findings also indicate that both the dual mediating role of PA and the simple mediating role of positive emotional bond (PEB) in the model significantly improve the explanation of e‐purchasing model process. Particularly, path coefficients for two groups (male vs female) are significantly different. Female consumers have a tendency to accept valuable information and to participate in interactivity.

Originality/value

In this study, Armstrong et al.'s notion is adopted to show that the role of the scientist is changed from advocating a single hypothesis to evaluating a number of competing models. The current research attempts to empirically test competing mechanisms of the variables and their affects on PI.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 21 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 March 1999

Siva Muthaly, Janek Ratnatunga and William Schroder

The theoretical underpinnings of this paper focus on foreign investment, modes of entry, export marketing, strategic alliances, investment criteria, firm characteristics…

6577

Abstract

The theoretical underpinnings of this paper focus on foreign investment, modes of entry, export marketing, strategic alliances, investment criteria, firm characteristics, international strategy, external factors, and host and home country factors, and Asian culture and management. The research project presented in the paper was initially designed to obtain case study information on a number of foreign food companies which had invested in Malaysia, especially in terms of their strategic approaches, investment bases and market share achievement. However, subsequent to the preliminary discussions with the respondent companies, the researchers believed that the conventional models needed to be studied further. This research was undertaken via both structured and unstructured interviews of 11 multinational companies. The results demonstrated that there are both significant similarities and differences between the strategic approaches adopted by major global multinationals and minor regional multinationals and uncovered new investment‐market share strategies not previously covered in the literature. These results are discussed at length in this paper, and form the essence of the contribution to knowledge of the research project.

Details

British Food Journal, vol. 101 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 5 April 2011

Hong‐Youl Ha, Joby John, Swinder Janda and Siva Muthaly

This paper aims to model the effect of advertising spending on brand loyalty by examining the simultaneous effects of advertising spending, store image, perceived quality and…

16828

Abstract

Purpose

This paper aims to model the effect of advertising spending on brand loyalty by examining the simultaneous effects of advertising spending, store image, perceived quality and satisfaction on brand loyalty.

Design/methodology/approach

A proposed model is compared with three competing models of the relationships amongst, and impact of, independent variables on brand loyalty. Data from the banking and discount store services in South Korea are used to examine the indirect effects of customer perceptions of advertising spending on brand loyalty.

Findings

Results elucidate the complexity of advertising spending effects on brand loyalty, with mediating roles played by store image, perceived quality and satisfaction. Significant results obtained in both banking and retail services differing in firm‐customer relationships suggest that the findings are robust.

Research limitations/implications

Future research might test the proposed research model in other cultures and conduct cross‐cultural comparisons. Other variables such as brand associations, brand trust, advertising recall might uncover additional cognitive and attitudinal structural relationships with brand loyalty.

Originality/value

The paper compares competing models of the variables of interest, which has not been done before, and indeed seen quite infrequently in scholarly research in marketing. Unlike in previous studies, this paper examines the simultaneous relationships and the mediating roles of store image, perceived quality and satisfaction in the impact of perceptions of advertising intensity on brand loyalty.

Details

European Journal of Marketing, vol. 45 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 June 2010

Hong‐Youl Ha, Siva K. Muthaly and Raphaël K. Akamavi

This study sets out to employ a cross‐cultural perspective to explore alternative explanations in the development of the online repurchase intentions model.

6178

Abstract

Purpose

This study sets out to employ a cross‐cultural perspective to explore alternative explanations in the development of the online repurchase intentions model.

Design/methodology/approach

The proposed constructs of alternative models deal with key online consumer behavior variables such as customized information, web use applications, online service and perceived interactivity which lead to the formation of purchase intentions. These variables form the theoretical foundation for four alternative models. To test these four alternative models 448 online consumers were surveyed in 2007. Structural equation modeling is used to test these models.

Findings

The results demonstrate that the power of customized information lies in its ability to influence consumer satisfaction and perceived interactivity that are proximate to repurchase intentions. The results also show that the link of satisfaction→repurchase intentions provides a meaningful empirical representation of the hierarchical sequence in which the cycle of customer repurchasing process (satisfaction→attitude→repurchase intentions) is related.

Research limitations/implications

One may examine applications of the findings in the travel industry in practice and reflect upon potential pitfalls when applying the findings of this piece of the present research. Although previous studies reveal the significance between the two constructs, further research can investigate the issue to be generalizable to the many types of e‐B2C services. Second, particularly in terms of the ability to generalize the model, the study did not provide fairly consistent results for different service categories. Studies on other service classes, such as online bookstore and online banking services, may reveal findings that extend the authors' approach.

Practical implications

Similarity of purchasing attitudes between Korean and UK consumers may allow e‐tailors to design a systematic strategy for generating favorable attitudes toward their web sites, even though standardized online treatment of consumers is not the golden path of internet marketing. Further, the proposed research model (PRM) provides a means of identifying the underlying dispositions associated with the mediating variable.

Originality/value

This is the first study to examine online repurchasing models using alternative explanations. By structuring such alternative models, McKenzie argues that researchers may be better able to judge how the evidence relates to each alternative view. The present approach can be viewed as a significant early step on the path toward a comprehensive understanding of online consumer behaviors in new information communication technology.

Details

European Journal of Marketing, vol. 44 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 27 July 2010

Hong‐Youl Ha, Swinder Janda and Siva K. Muthaly

The purpose of this paper is to investigate the satisfaction consequences in repurchase situations.

6619

Abstract

Purpose

The purpose of this paper is to investigate the satisfaction consequences in repurchase situations.

Design/methodology/approach

Online travel services are chosen because customers in these types of services had direct contact with firms. A conceptual model of CS‐RPI link is developed and used to test proposed hypotheses. A total of 514 respondents are used to test the proposed model.

Findings

The empirical findings indicate that psychological mediators are useful when repurchase situations are considered. The study provides the roles of positive attitude in the formation of CS‐RPI link. Also, three factors: adjusted expectations, trust, and positive attitude, are found to have a significant mediating influence on the link of CS‐RPI.

Research limitations/implications

Future researchers attempting to replicate and extend these findings may wish to collaborate with companies marketing products and services online and track customers' actual behaviors. This would be an excellent way to validate the current model relationships, particularly those involving repurchase intentions and customer satisfaction.

Practical implications

The results can be used by web site designers to tailor their sites' features and marketing analysts to monitor the changes of click‐through rates as a parameter of the CS‐RPI. The discovery of significant interrelationships between satisfaction and trust, such as adjusted expectation, positive attitude and repurchase intention, reinforces the importance of the psychological state when repurchasing behavior is considered. For instance, it was observed that the three mediators result in lower levels of the indirect effect, but this is not limited in the whole process of the CS‐RPI.

Originality/value

The conceptual framework is tested in an understudied e‐service context that is characterized by consumer‐focused competition. This context is noteworthy because no research has investigated determinants between the two parties. Research suggests that companies should understand how to capture determinants on post‐satisfaction, since competing businesses are only a mouse‐click away in e‐commerce settings.

Details

European Journal of Marketing, vol. 44 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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