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In-App Coupons Versus Group-Coupons: The Impact of Mobile Marketing Strategies on Mobile Application Adoption Journal of Global Marketing Pub Date : 2024-02-20 Xia Wang, Ning Fu, Yiding Li, Dong Liu
Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates ...
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Perceptions of Hard Sell and Soft Sell Vocal Styles across Countries: Lessons from France and New Zealand Journal of Global Marketing Pub Date : 2024-02-08 Fabrice Desmarais, Alexandra Vignolles, Abhishek Mukherjee
This study explores soft sell and hard sell vocal appeals across two different countries, France and New Zealand. We use quantitative and qualitative methods to analyze consumers’ familiarity with,...
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How Brand Names Affect Consumer Perceptions: An Experimental Study on the Sound Symbolism of Foreign Brand Names Journal of Global Marketing Pub Date : 2024-01-25 Hayeun Jang, Ju Yeun Jang, Do Yuon Kim
In this study, two experiments utilizing sound symbolism were conducted to gain a deeper understanding of how the sounds and letter curvatures of a brand name evoke image associations among global ...
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Consumer’s Re-Participation in Online Flash Sale after Service Failure: A Moderated-Mediation Study Journal of Global Marketing Pub Date : 2024-01-25 Anjali Sharma, K. R. Jayasimha, Himanshu Shekhar Srivastava
Online flash sales (OFS) have gained significant popularity in recent times. Interestingly, despite encountering service failures such as server errors, stockouts, and website crashes due to heavy ...
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The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local Journal of Global Marketing Pub Date : 2023-10-19 Beatriz Gonzalez-Cavazos, Claudia Quintanilla, Edgardo Ayala
This study aims to examine the role of nostalgic brand positioning in influencing purchase intention and the use of e-WOM with national and local Mexican brands. Accordingly, a system of seven hypo...
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Impact of Servant Leadership and Narcissism on Firm Performance: A Comparative Analysis of U.S. and Chinese International Strategic Distribution Channel Alliances Journal of Global Marketing Pub Date : 2023-09-13 Mark Somers, Rajiv Mehta, Yuchao Ma, Rolph Anderson, Takao Ito, Tsutomu Ito, Jolanta Mazur, Bill Rapp, Jose Casal
An integrative conceptual model developed tested the relative influence of servant leadership and narcissism in relation to strategic variables including adaptation and cooperation on competitive a...
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Exploring Human-Centric Attributes of Smartphone Set and Their Influence on Brand Advocacy by the Customers: Testing the Moderating Role of Gender Identity Journal of Global Marketing Pub Date : 2023-09-04 Tamgid Ahmed Chowdhury, Shahneela Naheed, Sherina Idrish
This paper investigates the impacts of human-centric brand attributes and their associated dimensions on advocacy by the consumers. This study also tests the moderating role of gender identity of t...
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Social Media Marketing and Its Influence on the Performance of Micro, Small, and Medium-Sized Tourism Enterprises: Mediation of Innovation Capabilities Journal of Global Marketing Pub Date : 2023-08-30 Aijaz Ahmad Khaki, Tawseeq Ali Khan
The study aims to identify the determinants of social media marketing (SMM) and analyze its influence on the performance of micro, small, and medium-sized tourism enterprises (MSMT Es) using the in...
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A Hybrid Analysis of Consumer Preference for Domestic Products: Combining PLS-SEM and ANN Approaches Journal of Global Marketing Pub Date : 2023-07-21 Nadjim Mkedder, Mahmut Bakır
This study aims to investigate the factors influencing Algerian consumers’ willingness to purchase domestic cosmetics products over French imported products. The study employs a hybrid methodology,...
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SMEs Combating Turbulence: Examining the Role of Pricing Capability in Mitigating Market Turbulence and Improving Business Performance Journal of Global Marketing Pub Date : 2023-07-21 Piyush Ranjan, Jogendra Kumar Nayak
Although competitor and customer have emerged as strategic components of a market-focused approach for performance enhancement, research on the function of organizational capabilities mechanism rem...
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The Dark Side of Brand-Based Online Communities: The Role of Culture Journal of Global Marketing Pub Date : 2023-07-11 Abhishek Behl, Kokil Jain
Published in Journal of Global Marketing (Vol. 36, No. 4, 2023)
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Caring the Sharing Apps – Exploration of the Factors Affecting User Satisfaction with Sharing Economy Apps Journal of Global Marketing Pub Date : 2023-05-03 A.K. Fazeen Rasheed, Ajith T. Nandukrishna
Abstract Sharing economy-based services are more prevalent in contemporary society, especially after the covid-19 pandemic. However, from the user’s perspective, it is still unclear what factors define the success of sharing economy-based apps. To address this issue, we conducted a study using an integrated theoretical framework that incorporated cognitive load theory, social network theory, and theory
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Dark side of consumer-brand relationships: A brand hate perspective in anti-brand social media communities Journal of Global Marketing Pub Date : 2023-04-30 Shampy Kamboj, Manika Sharma
Abstract The extant literature on dark side of consumer-brand relationship is still growing. Recently, researchers have given it notable concentration, yet some gaps exist specifically in context of social media brand communities. The present work adds to the understanding of the negative sides of consumer-brand relationship via empirically investigating brand hate in social media based anti-brand
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How Do Perceived Social Media Marketing Activities Foster Purchase Intentions? A Multiple Sequential Mediation Model Journal of Global Marketing Pub Date : 2023-04-27 Kian Yeik Koay, Chee Wei Cheah, Serena Wooi-U Goon
Abstract This study aims to explain the linkage between perceived social media marketing activities (SMMAs) and purchase intentions through the mediating effects of brand trust, brand experience, and brand love based on the stimulus-organism-response (SOR) theory. The sample consists of 200 social media users who followed a brand’s social media on any platform. The multiple sequential mediation model
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Examining the Relationship Among Customer Experience, Bank Image, and Trust: A Multichannel Banking Perspective Journal of Global Marketing Pub Date : 2023-03-20 Nidhi Verma, Mandeep Kaur
Abstract This article aims to validate Schmitt’s dimensions of customer experience in multichannel banking (both traditional and electronic banking) contexts. Additionally, the article investigated the relationship of customer experience dimensions with image and trust in a multichannel banking context, and also analyzed if image mediates the relationship between customer experience dimensions and
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Toward Better Understanding the Materialism-Hedonism and the Big Five Personality-Compulsive Buying Relationships: A New Consumer Cultural Perspective Journal of Global Marketing Pub Date : 2023-03-16 Piotr Tarka, Richard J. Harnish
Abstract We explored materialistic values, hedonistic shopping experiences, neuroticism, extraversion, openness to experience, and compulsive buying using a mediational model. In addition, the current research was conducted in a new socio-economic cultural setting—Poland—where findings were contrasted with prior results from Western countries. Results indicated positive relationships among neuroticism
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Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty Journal of Global Marketing Pub Date : 2023-03-02 Rajeev Gupta, Vikas Kumar, Arun Kumar Kaushik, Devashish Das Gupta, Rahul Sindhwani
Abstract Digital platforms develop and offer opportunities in the form of online brand communities (OBCs) to interact and engage customers with the brand, which might lead to brand loyalty over a while. The present study investigates how OBCs influence online customer engagement (OCE) and brand loyalty through a questionnaire survey of 488 social media users. Extant literature is reviewed to identify
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The dark side of group heterogeneity on a brand-based online community Journal of Global Marketing Pub Date : 2023-02-22 Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis
Abstract Online brand community (OBC) refers to a group of consumers who share similar enthusiasm for a particular brand and connected through online platforms. The members of OBC community engage jointly through online platforms to accomplish a collective objective or goal. Normally members of this community express similar sentiments, views, or commitments. Extant literature has nurtured issues such
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The Dark Side of Members’ Heterogeneity Within Online Brand Communities and Global Virtual Teams: An Extension to Schwartz’s Value Theory Journal of Global Marketing Pub Date : 2023-02-20 Sachin Kumar Raut, Sudhir Rana, Sakshi Kathuria, Ilan Alon
Abstract The present article positions culture at the center of analysis investigating schadenfreude within online brand communities and global virtual teams. Through this article, the authors explore the underlying causes and consequences of motivational values dimensions based on the typology developed by Shalom Schwartz in 1992 and 2012, respectively. We extend the Schwartz Value Theory by exploring
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Disengagement toward brand-based online communities: The role of culture Journal of Global Marketing Pub Date : 2023-02-06 Aman Kumar, Amit Shankar
Abstract With the rise of the internet, online brand communities have gained popularity among users. However, online brand communities continue to face difficulties in engagement and usage despite the advantages it offers. This study examines the dark side of online brand communities. A total of 316 responses from online brand community members were collected to examine the proposed hypotheses based
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Analyzing the Association between Bottom of the Pyramid (BoP) and Export Performance in Born Global Firms: A FGLS Model Approval between 2011 and 2021 Journal of Global Marketing Pub Date : 2022-12-23 Diana Escandon-Barbosa, Geovanny Castro-Aristizabal, Agustín Ramirez-Urraya, Andrea Hurtado-Ayala
Abstract The Bottom of the Pyramid is consumers with limited purchasing power who even make economic efforts to purchase daily or frequent consumer goods. This market niche has historically been overlooked since consumers are more concerned with price than product differentiation. However, the BOP markets provide companies with the opportunity to export their goods, penetrate these markets, and have
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The Effect of Value Perceptions on Luxury Purchase Intentions: An Angolan Market Perspective Journal of Global Marketing Pub Date : 2022-11-11 Cláudio Félix Canguende-Valentim, Vera Teixeira Vale
Abstract This study aimed to measure the effect of perceived value on purchase intention of luxury goods among Angolan consumers. It also explored the moderating effect of consumer gender. Data were collected through a survey distributed to 130 consumers in North and South Angola, employing Smart-PLS for analysis. The results indicated that perceived social value was the most important determinant
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The Moderating Role of Privacy Concerns on Intention to Use Smart Wearable Technologies: An Integrated Model Combining UTAUT2 Theoretical Framework and Privacy Dimensions Journal of Global Marketing Pub Date : 2022-11-08 Sindhu Singh
Abstract Wearable healthcare technologies enable continuous monitoring of wearers’ health status and the implementation of preventive measures that significantly improve their health. In recent years, the popularity of wearable fitness devices has skyrocketed. Privacy concerns are a significant impediment to more people using these devices. This study aims to understand the moderating role of privacy
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Do consumers follow their heart or mind when purchasing global brands? Empirical insights Journal of Global Marketing Pub Date : 2022-09-10 Nayyer Naseem, Attila Yaprak
Abstract This study explores the extent of direct and mediated influence of consumer affinity and perceived value on consumers’ purchase intentions, in the realm of global brands. Using attitude theory and the elaboration likelihood model as conceptual anchors, a theory-driven model is tested in a between-subject design. Findings reveal that consumer affinity has a substantial and direct influence
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Exploring the Value-Action Gap in Green Consumption: Roles of Risk Aversion, Subjective Knowledge, and Gender Differences Journal of Global Marketing Pub Date : 2022-08-25 Oguzhan Essiz, Sidar Yurteri, Carter Mandrik, Aysu Senyuz
Abstract Concern for the environment is widespread and consumers generally hold favorable values toward green consumption; however, they often struggle to translate these values into actual green consumption behaviors. This so-called “green gap” has attracted much research interest in recent years, yet questions remain regarding the factors that may influence it and what form this influence takes.
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The Role of Shopping Values and Consumer Attitudes toward Mall Events Journal of Global Marketing Pub Date : 2022-07-20 Arpita Khare, Pradeep Kautish
Abstract Entertainment has been recognized as a critical element in mall retailing. Mall management marketing strategies combine functional and emotional elements to draw shoppers to the mall. The current study analyzed the influence of hedonic and utilitarian shopping values on consumers’ attitudes toward the entertainment, pleasure, and fun dimensions of mall events and their impact on Indian consumers’
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Modeling Consumers’ Usage Intention of Augmented Reality in Online Buying Context: Empirical Setting with Measurement Development Journal of Global Marketing Pub Date : 2022-06-27 Syed Shah Alam, Mohammad Masukujjaman, Md Shohel Sayeed, Nor Asiah Omar, Abu Hanifah Ayob, Wan Mohd Hirwani Wan Hussain
Abstract The main objective of this study is to identify the factors that affect consumers’ intention to use AR for their online buying context. This study integrated three theories with additional constructs of perceived enjoyment and personal innovativeness. Data was collected through a personal-administered questionnaire from 265 respondents. In this study, PLS based Structural Equation Modeling
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The Influence of Psychological, Situational and the Interactive Technological Feedback-Related Variables on Customers’ Technology Adoption to Use Online Shopping Applications Journal of Global Marketing Pub Date : 2022-04-02 Md. Al Amin
Abstract The study aims to explore the predictors of customers’ online shopping attitudes and their influence on customers’ e-satisfaction, behavioral intention, and continuance intention to use online shopping applications during coronavirus outbreaks. A unique integrated model was validated by incorporating the expectation-confirmation model, Health Belief Model, and technology acceptance model,
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Perceived Resilience and Vulnerability during the Pandemic-Infused Panic Buying and the Role of COVID Conspiracy Beliefs. Evidence from Pakistan Journal of Global Marketing Pub Date : 2022-03-17 Ali Razzak, Salman Yousaf
Abstract Drawing on theoretical streams of compensatory control theory, regulatory focus theory, and cognitive load theory, this study proposes and validates a model to illustrate the underlying mechanism of panic buying behavior in an online context during the COVID-19 pandemic. Building on the scholarly research on compensatory control theory, regulatory focus theory, and cognitive load theory, this
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Do Islamic Ethics Influence Consumers’ Reaction to Advertising Messages of Certain Foods? Tracking Consumers’ Reaction Using fMRI Technology Journal of Global Marketing Pub Date : 2022-02-20 Osama Sam Al-Kwifi, Paul Sergius Koku, Allam K. Abu Farha, Salem Mohamed Al Halbadi
Abstract Ethics have a significant influence on business practices and consumption behavior. This influence is increasing as evidenced in the growing global demand for ethical products, particularly Halal products. We, in this study, use the functional Magnetic Resonance Imaging (fMRI) technique to investigate consumers’ reaction to advertising messages of ethical products, specifically Halal products
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Understanding the Predictors of Rural Customers’ Continuance Intention toward Mobile Banking Services Applications during the COVID-19 Pandemic Journal of Global Marketing Pub Date : 2022-01-13 Md. Al Amin, Md. Shamsul Arefin, Md. Shariful Alam, Tareq Faizur Rasul
Abstract The purpose of this study is to examine the antecedents of customers’ continuance intention to use mobile banking services applications (MBSAs) during the COVID-19 pandemic. Grounding on the Technology Acceptance Model, Theory of Planned Behavior, and Cognitive Load Theory, an integrated conceptual framework was proposed and tested incorporating psychological factors (i.e., cyberchondria,
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Scarcity Promotions and Consumer Aggressions: A Theoretical Framework Journal of Global Marketing Pub Date : 2021-11-29 P. K. Harikrishnan, Prem Prakash Dewani, Abhishek Behl
Abstract Marketers use scarcity promotions to increase the sales by increasing the value of the products and services for the customers. These scarcity promotions create the value of the offerings but trigger competition among consumers to secure the limited quantity product, which in-turn leads to aggression among consumers. Scarcity promotions of Big Billion Day (India), Boxing Days (UK) and Black
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How Does Social Media Advertising Persuade? An Investigation of the Moderation Effects of Corporate Reputation, Privacy Concerns and Intrusiveness Journal of Global Marketing Pub Date : 2021-11-08 Meghna Rana, Nilesh Arora
Abstract With the growing usage of the internet and smartphones, social media platforms have become essential marketing and advertising tools in the present times. Marketing practitioners have been invariably using various social media platforms to promote their products and alter consumer attitudes and buying behavior toward their brands. However, planning a compelling and rewarding social media advertising
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Impact of Green Consumption Value, and Context-Specific Reasons on Green Purchase Intentions: A Behavioral Reasoning Theory Perspective Journal of Global Marketing Pub Date : 2021-11-07 Swetarupa Chatterjee, Naman Sreen, Pradip H. Sadarangani, Bidyut Jyoti Gogoi
Abstract The gap between concern for the environmental degradation and green purchase intention has been pointed previously in the literature. This gap is concerning and must be addressed to boost green product sales. This study adapts the behavioral reasoning theory (BRT) to address the attitude-intention gap. This study develops a framework to examine the impact of green consumption value, reasons
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Antecedents of Consumer Economic Nationalism: The Role of Need for Cognition and Cosmopolitanism Journal of Global Marketing Pub Date : 2021-10-19 Yanjiao Yang, Carlyle Farrell, Xiaohua Lin
Abstract The authors examine if need for cognition predisposes consumers to take positions concerning economic nationalism and the role cosmopolitanism might play in the process, especially when consumers experience attitudinal ambivalence. Prior research has focused on need for cognition as a moderating variable in attitude process. The present study departs from this tradition, asking if need for
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Making Sustainable Consumption Decisions: The Effects of Product Availability on Product Purchase Intention Journal of Global Marketing Pub Date : 2021-10-01 Marc Arul Weissmann, Rodney Lim Thiam Hock
ABSTRACT Lack of product availability is cited in the literature as a major factor that prevents consumers from purchasing sustainable products. Yet, little empirical research exists to document the potential behavioral consequences that result from lack of product availability, such as when consumers intend to purchase sustainable products but none are immediately available (see intention-behavior
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Aliterate Consumers’ Processing of Drug Risk Information inDirect-to-Consumer Pharmaceutical Advertising Journal of Global Marketing Pub Date : 2021-09-28 Haeran Jae, Devon S. DelVecchio
Abstract This research investigates how aliterate consumers process drug risk information. An experimental approach and 398 participants were employed to assess the effects of manipulating drug risk presentation format. When drug risk information is presented in paragraph form, highly consumer aliterate individuals display lower levels of drug risk comprehension and different levels of perceived drug
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Evaluating the Determinants of Customers’ Mobile Grocery Shopping Application (MGSA) Adoption during COVID-19 Pandemic Journal of Global Marketing Pub Date : 2021-09-28 Md. Al Amin, Md. Shamsul Arefin, Imran Hossain, Md. Rakibul Islam, Nayeema Sultana, Md. Nazmul Hossain
Abstract The study aims at determining the predictors of mobile grocery shopping applications (MGSAs) acceptance and their impact on behavioral intention to use MGSA during COVID-19 outbreaks. Based on the technology acceptance model and theory of planned behavior, we analyzed the influence of social distancing, fear of COVID-19, subjective norms, shopping attitudes, ease of use, usefulness on behavioral
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Highs and Lows of Cannabis Decriminalization: Twitter Analysis and Ethical and Regulatory Implications for Retailing and Marketing Journal of Global Marketing Pub Date : 2021-09-20 Manveer Mann, Whitney Ginder, Sang-Eun Byun
Abstract We examined public reactions to the U.S. House vote to decriminalize cannabis at the federal level. Using Twitter data, we analyzed public sentiment, top hashtags used, and underlying themes in the discourse. Users with a wide range of profiles were engaged in this chatter, predominantly expressing positive sentiment with various thematic hashtags. The conversations were centered around five
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Ethical Issues in Pharmaceutical Marketing: A Systematic Review and Future Research Agenda Journal of Global Marketing Pub Date : 2021-09-20 Yam B. Limbu, Bruce A. Huhmann
Abstract This systematic review of cross-disciplinary peer-reviewed quantitative research into pharmaceutical marketing ethical issues from 1990 to 2021 reveals a focus on direct-to-consumer advertising and physician-directed promotion. This review documents inconsistent findings across studies due to discrepancies and limitations in research designs, study populations, sampling procedures, and analytical
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Do Consumers Really Care about Aspects of Corporate Social Responsibility When Developing Attitudes toward a Brand? Journal of Global Marketing Pub Date : 2021-08-18 Jorge Vera-Martínez, Alejandro Alvarado-Herrera, Rafael Currás-Pérez
Abstract The present study assesses the relationship between the dimensions of perceived corporate social responsibility (PCSR) and consumer perceptions about a brand. The approach taken herein for PCSR is based on the sustain-centric paradigm. Under this model, PCSR comprises three dimensions: economic, social, and environmental. Accordingly, a system of 11 hypotheses embedded in a conceptual framework
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Factors Driving Social Media Engagement on Instagram: Evidence from an Emerging Market Journal of Global Marketing Pub Date : 2021-08-06 Risqo M. Wahid, Muji Gunarto
Abstract This study aims to investigate the effects of nonverbal information, verbal information, and content characteristics on social media engagement (i.e., likes and comments). The dataset comprised 486 posts, 373,235 likes, and 6,933 comments from 19 universities’ Instagram accounts in Indonesia. The results confirm that publishing content in carousel formats or sharing achievement can improve
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Effect of CEO Recognition on Brand Sympathy through Consumer Product Perception: A Comparative Analysis of Japanese and U.S. Consumers Journal of Global Marketing Pub Date : 2021-07-13 Hiroyasu Furukawa
Abstract This study investigated how consumers’ chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers’ perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior change comes from CEO recognition and brand sympathy, which can be mediated by environmental, price, and
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Revisiting Pfizer’s DTCA of Lipitor Using Dr. Jarvik as a Spokesperson: Analyses under the Teleological and Deontological Theories of Ethics Journal of Global Marketing Pub Date : 2021-06-26 Paul Sergius Koku
Abstract This study analyzes the ethical dimensions of the Direct-to-Consumer Advertising (DTCA) of prescription drugs. It focuses specifically on Pfizer’s DTCA of Lipitor, a cholesterol-lowering prescription drug that featured Dr. Robert Jarvik, the inventor of the Jarvik-7 artificial heart, as a spokesperson. Analyzing the ad in a qualitative study using the teleological and deontological theories
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Executive Functions of BoP Consumers: Research Propositions, Conceptual Framework and Implications for Marketing Strategies for BoP Markets Journal of Global Marketing Pub Date : 2021-06-22 Ria Mishra, Ramendra Singh, Saravana Jaikumar
Abstract Although extant literature has studied consumers at the bottom of the pyramid (BoP) extensively, there seem to be some lacunae in terms of a deeper understanding of the cognitive peculiarities of low-income consumers owing to their resource-lean environments and childhood uncertainties. In this paper, we attempt to address this gap by focusing on poverty-induced idiosyncrasies in a set of
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The Roles of Culture in Online User Reviews: An Empirical Investigation Journal of Global Marketing Pub Date : 2021-06-08 Poompak Kusawat, Surat Teerakapibal
Abstract Electronic word-of-mouth (eWOM) is a prominent source of information that significantly influences consumer purchase decisions. Recent literature has extensively explored the impact of eWOM on consumers-generated reviews and purchase decisions. However, few studies have analyzed the role of culture on eWOM. We use a novel dataset of Airbnb eWOM messages in order to empirically extend the findings
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Pharmaceutical Marketing Ethics: Ethical Standards for More Acceptable Practices Journal of Global Marketing Pub Date : 2021-06-16 Jean-Christophe Bélisle-Pipon
Abstract This paper analyses the major ethical issues raised by direct-to-consumer communications (DTCC) of pharmaceutical drugs, with a view to proposing ethical standards of practice for the marketing profession. A case-based analysis of four types of marketing practices is used to highlight the main ethical dimensions of DTCC. The ethical implications are then unpacked using the specific lenses
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Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa Journal of Global Marketing Pub Date : 2021-06-10 Anwar Sadat Shimul, Isaac Cheah, Basheera Bibi Khan
Abstract This paper investigates female shoppers’ attitude and purchase intention toward green cosmetics. Underpinned with an extended theory of planned behavior model, the research framework examines consumers’ attitude and purchase intention. In addition, the moderating influence of consumer involvement is tested. Data (n = 408) were collected from South Africa and analyzed through structural equation
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How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces Journal of Global Marketing Pub Date : 2021-06-08 Madhubalan Viswanathan, Arun Sreekumar
Abstract Our journey to subsistence marketplaces has been global in scope and resonates with marketing in beginning at the micro-level with a bottom-up orientation in understanding consumers, communities, and the larger context. This space offers an opportunity for us to discuss the broader lessons learned from this journey for global marketing.
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Instagram Advertising among Young Consumers in Wearable Fitness Trackers: The Moderating Role of Technology Acceptance Factors Journal of Global Marketing Pub Date : 2021-06-07 Manali Gupta, Neena Sinha, Pratibha Singh, Francisco Liébana-Cabanillas
Abstract The main focus of research studies assessing consumers’ attitudes toward advertising has shifted to social media platforms, replacing traditional advertising. In this regard, Instagram is considered one of the most popular social media platforms, with a global user base of 700 million active users. The purpose of this paper is to investigate the key factors that affect young consumers’ attitudes
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The Effects of Message Type and Sponsorship Disclosure in Influencer Marketing of Prescription Drugs Journal of Global Marketing Pub Date : 2021-05-17 Ida Darmawan, Jisu Huh
Abstract This study examined the effects of message type and sponsorship disclosure of prescription drug influencer marketing on consumers’ attitude toward the ad and behavioral intentions. The Persuasion Knowledge Model was used as a theoretical framework to understand the underlying mechanism of the effects. An online experiment with 2 (message type: unbranded vs. branded) × 2 (disclosure: absence
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Factors Affecting BoP Producer Intention to Use P2P Lending Platforms in India Journal of Global Marketing Pub Date : 2021-04-28 Rajeev Kumra, Sk Abu Khalek, Tamal Samanta
Abstract Myriad studies have been done to investigate consumer behavior in peer-to-peer (P2P) lending. However, participation intention in P2P lending in the Bottom of Pyramid (BoP) context has received little attention. Whereas credit accessibility has been a challenge for BoP producers. Recognizing the potential of P2P lending to alleviate this challenge, this study aimed to present an integrated
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A Qualitative Investigation of Shopping Behavior of Customers at Bottom of the Pyramid Journal of Global Marketing Pub Date : 2021-03-23 Bodh Raj Sharma, Nikita Gupta
Abstract In recent years, the “Bottom of the Pyramid” (BOP) market has become an attraction for researchers, business managers, and policymakers. Numerous researchers have contributed theoretically and empirically to the BOP literature, however, little focus is accorded to BOP customers’ buying behavior. It is interesting to study the shopping behavior of BOP customers characterized by low disposable
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Culture and Electronic Word of Mouth: A Synthesis of Findings and an Agenda for Research Journal of Global Marketing Pub Date : 2021-03-22 Haksin Chan, Morgan X. Yang
Abstract This introductory article synthesizes the findings of the five subsequent articles and identifies a promising direction for research on how culture may impact electronic word of mouth (eWOM). The collection of articles in this special issue fills a significant knowledge gap in the marketing literature, capturing the pervasive influence of culture on eWOM motivation, eWOM quality, and eWOM
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Social media engagement for global influencers Journal of Global Marketing Pub Date : 2021-03-10 Kara Bentley, Charlene Chu, Cristina Nistor, Ekin Pehlivan, Taylan Yalcin
Abstract Consumers use social media to create content, generate online word-of-mouth, and communicate with brands and other consumers. Consumers engage with influencers who deliver content that is timely, entertaining, and interesting to them. Many influencers have a truly global following across the world. However, there is little research on international aspects of social media influencers. Our
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The Effects of Market Orientation and Proactive Orientation on the Export Performance of South African SMEs Journal of Global Marketing Pub Date : 2021-03-07 Charles Arthur Robb, Aaron Rae Stephens
Abstract The purpose of this study is to examine the relationships between market orientation, proactive orientation, market capability and innovation as they relate to the export performance of South African SMEs. Utilizing the Stimulus-Organism-Response model and extant literature, a theoretical framework is proposed. A sample of 259 South African SMEs involved in exporting were collected. The study
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Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market Journal of Global Marketing Pub Date : 2021-03-04 Youssef Chetioui, Irfan Butt, Hind Lebdaoui
Abstract Despite a growing body of work on the impact of cultural orientation on consumers’ attitudes and behavior, research investigating the effects of individualism-collectivism in social media advertising remains limited. Based on a theoretical framework founded on the theory of planned behavior, Ducoffes’s web advertising model, and further variables from related literature, this study aims to
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Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets Journal of Global Marketing Pub Date : 2021-02-26 Abena A. Yeboah-Banin, Emmanuel Silva Quaye
Abstract The effects of cultural identity on perceptions about and preference for global and local brands remain less understood. Using consumer cultural identity theory, this study tests assumptions that cultural identity drives perceived brand globalness and localness. It also examines how such perceptions shape brand value assessments and preference formation. The study draws on consumer data from
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Managerial Response to Negative Online Reviews in the Service Industry: A Tactic-Based and Culture-Based Model Journal of Global Marketing Pub Date : 2021-02-23 Irina Y. Yu, Lisa C. Wan, Xiao (Shannon) Yi
Abstract Given the widespread and significant impacts of negative online reviews (NORs) on service industries, this research addresses a timely and important topic—how service firms develop effective managerial response (MR) to respond NORs. We propose an integrated tactic-based and culture-based model of MR design that is especially applicable to service firms in the online review platforms. Based
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Marketing at the Bottom of the Pyramid: Overcoming the Challenges through MICMAC Analysis Journal of Global Marketing Pub Date : 2021-02-22 Sangeeta Sharma, Arpan Bumb
Abstract Marketers face innumerable challenges related to awareness, affordability, availability, and accessibility to reach the Bottom of Pyramid (BOP) markets. The objective of this paper is to enumerate the challenges faced by marketers in making their product available to the rural population during COVID-19. The study focuses on 25 challenges, identified from past studies, for marketing in rural