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1 – 10 of over 21000Tanveen Kaur and Lalit Mohan Kathuria
Drawing upon uses and gratifications (U&G) theory and customers' online brand-related activities framework, the present study aims to examine the influence of customers’…
Abstract
Purpose
Drawing upon uses and gratifications (U&G) theory and customers' online brand-related activities framework, the present study aims to examine the influence of customers’ motivations to engage with brand-related social media content on different social media engagement behaviors (consumption, contribution and creation) and brand-related outcomes (brand trust and brand loyalty) in the quick service restaurant (QSR) context.
Design/methodology/approach
Based on a self-administered survey dataset of 500 social media users who are customers of QSR brands, partial least square structural equation modeling is used to verify the hypotheses.
Findings
Results showed that interactivity motivation and information motivation drive all the social media engagement behaviors (consumption, contribution and creation). The results also confirmed the mediating effect of brand trust on the relationship between two levels of social media engagement behaviors (consumption and contribution) and brand loyalty.
Practical implications
To entice customers to engage with QSR brands on social media, social media marketing managers should incorporate elements of interactivity, information, entertainment and incentive into QSR social media brand posts rather than relying solely on delivering social media content in a variety of ways such as photos, videos and status updates.
Originality/value
This study makes a novel contribution to hospitality and social media engagement literature, thus uncovering opportunities for managers to engage their customers on social media.
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Rahime Zaman Fashami, Manijeh Haghighinasab, Nader Seyyedamiri and Pari Ahadi
This paper aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute…
Abstract
Purpose
This paper aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute understanding of the constraints of brand legitimacy.
Design/methodology/approach
The findings of this paper are informed both by a conceptual unpacking of institutional, decolonisation and customer engagement literature, as well as an empirical methodology that presents an embedded single case study of a top-ranking banking brand, using in-depth qualitative interviews as well as content analyses of brand communications.
Findings
The paper examines the notion of institutional brand legitimacy alongside the decolonisation of customer engagement. It offers five empirically driven decisions that marketers must consider when they attempt to decolonise their customer engagement strategies. These revolve around a decolonised bottom-up approach; establishing new biases for customer insights; the management of opposing forces; being strategically transformative; and going beyond diversity.
Research limitations/implications
A single brand case study is offered that uses a relatively small sample of interviewees and does not include customers of the brand. Further research is therefore needed to reflect other organisational contexts and stakeholders. Just so, the paper specifically looks at the ways in which decolonisation and institutional legitimacy intersect for customer engagement. Further studies that focus on other organisational concepts impacted by decolonisation would be thought-provoking.
Originality/value
To the best of the author’s knowledge, this is the first empirical investigation that offers practical guidance for the decolonisation of marketing strategies – as it relates to customer engagement or any other facets of marketing.
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Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan and Tapas Ranjan Moharana
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer…
Abstract
Purpose
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.
Design/methodology/approach
Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.
Findings
Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.
Originality/value
While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.
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Damianos P. Sakas, Nikolaos T. Giannakopoulos, Marina C. Terzi, Ioannis Dimitrios G. Kamperos and Nikos Kanellos
The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in…
Abstract
Purpose
The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in the ongoing coronavirus disease 2019 (COVID-19) crisis.
Design/methodology/approach
To extract the required outcomes, the authors gathered data from the five biggest Fintech websites and YouTube channels, performed multiple linear regression models and developed a hybrid (agent-based and dynamic) model to assess the performance connection between their video marketing analytics and vulnerable website customers’ brand engagement.
Findings
It has been found that video marketing analytics of Fintechs’ YouTube channels are a decisive factor in impacting their vulnerable website customers’ brand engagement and awareness.
Research limitations/implications
By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers’ engagement and awareness. Higher levels of vulnerable customers’ brand engagement and awareness tend to decrease their vulnerability by enhancing their financial knowledge and confidence.
Practical implications
Fintechs should aim to increase the number of total videos on their YouTube channels and provide videos that promote their customers’ knowledge of their services to increase their brand engagement and awareness, thus reducing their vulnerability. Moreover, Fintechs should be aware not to over-post videos because they will be in an unfavorable position against their competitors.
Originality/value
This research offers valuable insights regarding the importance of video marketing strategies for Fintechs in promoting their vulnerable website customers’ brand awareness during crisis periods.
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Vonny Susanti and Andreas Samudro
This paper aims to investigate the influential aspects of industrial branding in building customer brand engagement from the buyer’s and the seller’s points of view. Collecting…
Abstract
Purpose
This paper aims to investigate the influential aspects of industrial branding in building customer brand engagement from the buyer’s and the seller’s points of view. Collecting buyer and seller information is essential to understand business-to-business interaction better. Buyer’s and seller’s perspective integration is significant for stakeholders to develop proper strategies to achieve customer brand engagement.
Design/methodology/approach
This study uses a structural equation model to examine the antecedents of customer brand engagement from the buyer’s perspective; then, the result is compared with the seller’s view by conducting an analytical hierarchy process. The authors exercise 140 valid data from the buyer’s industry and 9 experts from the seller’s industry.
Findings
This study finds that in developing customer brand engagement, rational brand quality is the most influential from the buyer’s view and top priority from the seller’s view. Surprisingly, both parties have different perspectives about the second and third priorities. The buyers put emotional brand associations as a second priority; perceived value is meaningless and insignificant. On the contrary, the sellers set the perceived value as the second priority and emotional brand associations as the last.
Research limitations/implications
The respondents from the buyer industry cover various industries, and the research is limited to the buyer and the seller in the chemical polymer emulsion market, a market where product quality and application quality on the buyers’ side are essential and where the buyer–seller interaction is intense. Replicating the study in other industries and cultural backgrounds is recommended for generalization.
Originality/value
The paper’s novelty is that there are different priorities and perspectives from the buyer’s and the seller’s views. This study contributes to industrial brand engagement research studies. Investigation of the buyer’s and the seller’s perspectives in industrial brand engagement research studies is still limited.
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Dhananjay Bapat and Linda D. Hollebeek
The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand…
Abstract
Purpose
The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.
Design/methodology/approach
Partial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.
Findings
The findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.
Originality/value
This study contributes novel insight to S-O-R, customer engagement, and customer value research.
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Hung-Tai Tsou and Mukti Trio Putra
A gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between…
Abstract
Purpose
A gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.
Design/methodology/approach
Using the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.
Findings
The gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.
Originality/value
This study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.
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Erik Winell, Jonas Nilsson and Erik Lundberg
This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of…
Abstract
Purpose
This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.
Design/methodology/approach
Data were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model.
Findings
Customer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use.
Practical implications
The results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors.
Originality/value
By examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.
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