Vivek Agnihotri and Saikat Kumar Paul
This paper aims to understand the spatiotemporal influence of metro rail connectivity on housing prices in surrounding areas. The study assesses the average annual price shift for…
Abstract
Purpose
This paper aims to understand the spatiotemporal influence of metro rail connectivity on housing prices in surrounding areas. The study assesses the average annual price shift for apartments around metro stations in Delhi during the previous decade, specifically from 2010 to 2019. The authors examine the spatiotemporal extents to which housing prices are determined by the prominence of metro stations and spatial development around metro stations.
Design/methodology/approach
The authors perform the cross-tabulation analysis to calculate chi-square values to test the hypotheses concerning the responsiveness of the housing market in Delhi to the number of locational variables in the areas connected with the mass public transportation system.
Findings
The empirical findings verify the existence of a housing market overvaluation in Delhi around metro stations until 2013, which was eventually re-adjusted after 2014. The key findings of the study suggest the role of location variables concerning metro rails in the shooting up of the housing prices in the city. In addition, the research establishes the association of annual housing price shifts to the metro rails in the short-term, mid-term and long-term in conjunction with the distance from the metro station.
Originality/value
In the market, the prices are often overvalued by real estate agents due to better connectivity to the metro stations. The overvaluation eventually causes massive downfalls in housing markets and rollouts as a risk for the investors. However, the effect of mass transportation on housing prices is mixed in nature, limited to a certain extent only and not as influential as frequently portrayed by the market forces. This effect loses colour with time.
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The chapter explores how gender has been an integral part of the nation building project in post-liberalisation Hindi cinema, popularly, known as Bollywood.
Abstract
Purpose
The chapter explores how gender has been an integral part of the nation building project in post-liberalisation Hindi cinema, popularly, known as Bollywood.
Design/methodology/approach
This chapter is based on primary data gathered through interviews with prominent members of the Hindi film industry along with a detailed content analysis of commercially successful post-liberalisation mainstream Hindi films.
Findings
It highlights how the representation of gender has been a central axis around which the tension between tradition and modernity has been played out in Hindi Cinema. The construction of Indianness post-liberalisation has questioned gender politics but proposed easy resolutions which fit into the larger nationalist narrative. In doing so, it has used the diaspora as a category to produce a nationalist account which is simultaneously essentialised and transnational in the quest for projecting India’s aspirations on the global platform.
Originality/value
The chapter provides important insights into the role of popular Hindi cinema, often brushed off as frivolous, in contributing to the mainstream discourse on nationalism post-liberalisation.
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Rodrigo Guesalaga, Jose L. Ruiz-Alba and Pablo J. López-Tenorio
The purpose of this study is to investigate the drivers of business-to-business (B2B) sales success and the role of digitalization, in a selling and sales management landscape…
Abstract
Purpose
The purpose of this study is to investigate the drivers of business-to-business (B2B) sales success and the role of digitalization, in a selling and sales management landscape being disrupted by COVID-19.
Design/methodology/approach
The methodology follows a discovery-oriented grounded theory approach, which consists of a two-stage qualitative study with sales professionals in Chile, and a fuzzy-set qualitative comparative analysis (fsQCA).
Findings
This research shows that interfunctional coordination, agility in the selling process and business customer engagement are critical determinants of B2B sales success, whereas digitalization moderates these relationships.
Originality/value
This research responds to a call for more research on the impact of digitalization on business relationships in different contexts and perspectives. The authors study the Chilean context, through a two-stage qualitative study, and a fsQCA analysis, which constitutes a novel combination in this stream of research.
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Durgesh Agnihotri, Pallavi Chaturvedi, Kriti Swarup, Anshul Mathur, Vikas Tripathi and Nripendra Singh
The study investigates the relationship between social presence dimensions and customer brand engagement (CBE) as well as the relation between customer brand engagement and…
Abstract
Purpose
The study investigates the relationship between social presence dimensions and customer brand engagement (CBE) as well as the relation between customer brand engagement and purchase intention (PI) in the fashion retail metaverse with self-efficacy moderating between CBE and PI.
Design/methodology/approach
The data were gathered by conducting an online survey (n = 476) from young adults exposed to fashion retail metaverse platforms. The collected data were analyzed using structural equation modeling.
Findings
The findings discovered that social presence dimensions positively impact CBE, which substantially impacts the PI of young consumers in the fashion retail metaverse. The findings demonstrate that self-efficacy moderates the relationship between CBE and PI.
Research limitations/implications
This study uses cross-sectional data in the fashion retail metaverse for young consumers. Future studies can use longitudinal data in the context of other industries and demographic profiles to assess changing customer behavior.
Practical implications
This study implies that customer experiences can be enriched through social presence dimensions, helping brands adapt their offers to create more engaging and rewarding customer interactions. It offers insights for brand managers aiming to augment the relationship between CBE and PI.
Originality/value
The study uniquely explores the relationship between social presence dimensions and CBE within the fashion retail metaverse. It examines self-efficacy as a moderator between CBE and PI, providing fresh insights into consumer behavior in the fashion retail metaverse.
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Tejas R. Shah, Sonal Purohit, Manish Das and Thavaprakash Arulsivakumar
AI-powered digital human avatar influencer (DHAI) is a digitally created character with a human-like appearance and noteworthy social media presence. They mimic human behavior…
Abstract
Purpose
AI-powered digital human avatar influencer (DHAI) is a digitally created character with a human-like appearance and noteworthy social media presence. They mimic human behavior through form, behavior and emotional realism. However, there have been varied viewpoints in the literature about the effect of DHAI realism on consumer response. Therefore, this study aims to examine the effect of form, behavioral and emotional realism on consumer engagement and parasocial relationships that further affect attachment toward DHAI and brand, with the moderating effect of content authenticity.
Design/methodology/approach
Using a cross-sectional design, 426 respondents in India were asked to visit the Instagram page of a specific DHAI identified through a pretest study. The authors used the Smart PLS 4.0 version to examine the hypotheses.
Findings
Accordingly, based on the social presence theory, the findings of the quantitative study indicated that DHAI’s form, behavioral and emotional realism positively influence customers’ engagement with DHAI, but only the behavior and emotional realism of DHAI positively affect the parasocial relationship. Further, perceived DHAI’s content authenticity moderates the effect of DHAI engagement and parasocial relationship on DHAI sentimental attachment.
Originality/value
This study provides novel and practical insights for developing DHAI by considering realism characteristics for enhanced customer engagement, parasocial relationship and attachment toward DHAI and brands.
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Eman Abo ElHamd, Hamed Shamma, Mohamed Saleh and Ehab Elkhodary
The purpose of this paper is to close the gap between the theoretical nature of existing contributions in customer engagement value (CEV) and its need to practically empower…
Abstract
Purpose
The purpose of this paper is to close the gap between the theoretical nature of existing contributions in customer engagement value (CEV) and its need to practically empower business decisions. This is done by proposing a framework that consists of three techniques, each of which combines the components of CEV to make it more comprehensive and applicable. The paper also reviews and analyzes the work that has been done so far in the area of CEV whether in business to business (B2B), business to consumer (B2C) or consumer to consumer (C2C) markets.
Design/methodology/approach
CEV is a comprehensive term that measures the total value of the customer through capturing his transactional and non-transactional behaviors. Hence, it is an essential term for measuring the value of the customer in direct marketing. This motivates researchers to compete in developing models to maximize CEV. Meanwhile, most of the existing models are conceptual and the majority of them lack applicability due to many reasons. First, these models relied on a linear version of the CEV model, hence double-counting the value of the customer; also they weighted the components of CEV equally, which is unrealistic. Finally, the effect of the environmental components in determining the engagement level of each customer was almost ignored. In this paper, two main contributions are presented. First, a summary and analysis of the contributions of the literature in the CEV field for different market types whether in B2C, B2B or C2C. Furthermore, three modifications are added to the existing models. The first model introduces a non-linear relationship of the components of CEV. The second model is a weighted linear model of these components. Finally, the third model adds the environmental factors to the CEV components. All the proposed models are theoretical in nature, however, these models are expected to show superiority when being applied to real data sets due to their ability to capture the complexity in the relationship between the firm and its customers in real-life situations. The proposed models are expected to attract the practitioners and other researchers and they both are encouraged to apply the proposed models on real-life data sets, test their performance, compare them against each other, to be able to apply each of them on the best suitable data set and business scenario.
Findings
Based on the review and analysis that has been done on about 87 papers, it is found that the majority of the contributions that have been done in the area of CEV are theoretical in nature, in spite of the effectiveness of CEV in empowering business decision. It is also found that few researchers proposed a set of theoretical comprehensive frameworks that combined CEV’s components together. Meanwhile, those frameworks are not practically applicable.
Research limitations/implications
Although the contribution of the proposed models expected to attract both researchers and practitioners, these are not applied to real-life case studies to prove their effectiveness.
Practical implications
The research in this paper has many industrial and managerial implications. First, it helps managers and decision takers to treat the customers as assets and cost-free resources who can work with the firm to achieve what’s both aims to (i.e. increase customer satisfaction and firm’s profitability). Second, it helps the firm to determine the total value of each customer and treat its customers accordingly. Third, it empowers the managers to do target marketing, based on grouping the customers upon their total engagement. This would save time and cost and for sure increase the profitability and customer satisfaction. Forth, the proposed models take into consideration not only the transactional behavior of the customers but also the non-transactional factors that play a significant role in formulating the relationship between the firm and its customers.
Originality/value
This is hereby to certify that the paper is original, neither the paper nor a part of it is under consideration for publication anywhere else. Also, this study has no conflicts of interest to disclose.
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Keywords
- Marketing
- Data analysis
- Decision-making
- Modeling
- Decision analysis
- Mathematical programming
- Customer relationship management (CRM)
- Customer engagement value (CEV)
- Customer lifetime value (CLV)
- Customer referral value (CRV)
- Customer influencer value (CIV)
- Customer knowledge value (CKV)
- Business to consumer (B2C)
- Business to business (B2B)
- Consumer to consumer (C2C)
Brian A. Vander Schee, James Peltier and Andrew J. Dahl
The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable…
Abstract
Purpose
The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes related to branding also have implications for future consumer engagement. Summarizing the findings of consumer factor research and suggesting future lines of inquiry connected to branding outcomes will enhance the understanding of consumer engagement and branding strategies to maximize marketing return on investment.
Design/methodology/approach
The authors review literature examining key constructs and sub-dimensions on how consumer factors impact brand engagement and brand outcomes.
Findings
Three major research areas specific to consumer factors were identified: consumer status, consumer disposition, personality trait, intrinsic motivation, extrinsic motivation and cultural dimensions. Brand engagement was explored relative to affective, cognitive and behavioral engagement. Lastly, six brand outcomes were explored: brand status, disposition, attitude, affirmation connection and aversion.
Practical implications
This review contributes to the literature through a deeper understanding of consumer factors that lead to consumer engagement and the resultant branding factors of consumer engagement. The authors offer framework that both identifies future research needs, and insights into how firms may create, grow and enhance consumer–brand engagement.
Originality/value
Given the dearth of comprehensive brand engagement frameworks in the literature, the authors offer insights into how consumer factors serve as antecedents to brand engagement and identify a research agenda for advancing the field.
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Xuebing Dong, Hong Liu, Nannan Xi, Junyun Liao and Zhi Yang
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer…
Abstract
Purpose
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.
Design/methodology/approach
This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.
Findings
Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.
Practical implications
The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.
Originality/value
From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.
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Abstract
Purpose
The emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing campaigns in regular manner, social media (e.g. WeChat groups) creates boundaryless connections between external forces (e.g. customer community engagement) and internal resources (e.g. sales force). Therefore, this paper aims to provide a firm–customer synergistic perspective to explain service performance (SP) through service customization, which is significantly contributing to the research of consumer–brand relationship field in the current era.
Design/methodology/approach
A survey including two sets of questionnaires are employed for data collection, with one completed by frontline salesperson of Casarte and the other by their customers. A total of 242 dyadic-level data are adopted to test the hypothesis.
Findings
The findings shed light on the mechanism that drive SP by firm–customer interactions. These insights hold distinct managerial implications for firms seeking to leverage digital tools to efficiently meet customer demands.
Originality/value
This study contributes to understanding consumer–brand relationship within social media environment. It offers a synergistic perspective combined both outside-in and inside-out thinking, and explains how consumer–brand relationship can be fostered from both customers and salespeople. It highlights the significance of customer community engagement and salespeople dynamic learning capability as crucial factors in building strong consumer–brand relationship.
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Yiwen Hong, Sukanlaya Sawang and Hsiao-Pei (Sophie) Yang
The focus of this study is on how online-only retailers, known as pure-play e-retailers, leverage e-commerce platforms to identify and pursue market opportunities. Through the…
Abstract
Purpose
The focus of this study is on how online-only retailers, known as pure-play e-retailers, leverage e-commerce platforms to identify and pursue market opportunities. Through the perspective of entrepreneurial marketing, this study aims to explore the influence of e-commerce technologies on the decision-making process of entrepreneurial marketing. This exploration is conducted via a case study of pure-play e-retailers based in China.
Design/methodology/approach
This study utilised a qualitative case study methodology to examine the complex processes of entrepreneurial marketing in an online environment. The study gathered detailed insights from both owner-managers and staff members of eight pure-play e-retail businesses. Additionally, the research involved a careful review of the firms' webpages and social media pages. This holistic approach facilitated a comprehensive understanding of their marketing strategies and practices.
Findings
The case study findings indicate that while many core aspects of entrepreneurial marketing remain important, there are distinct factors influencing the entrepreneurial marketing decision-making in the online marketplace. The online EM framework can be visualised as follows: (1) trend-orientated as well as innovative-orientated (2) data-orientated and entrepreneur-orientated (3) innovative-driven customer stimulation (4) orientated towards both platforms and proactiveness.
Originality/value
The paper provides an initial understanding of how digitalisation is enabling and transforming entrepreneurship in companies with high level digitalisation but low level digital development. Building on current entrepreneurial marketing literature, this paper develops an online entrepreneurial marketing framework to enhance understanding of the interaction between e-commerce technology and entrepreneurial marketing decision making.