Marketing Intelligence & Planning
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Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling
Sumanjeet Singh, Dhani Shanker Chaubey, Rohit Raj, Vimal Kumar, Minakshi Paliwal, Seema MahlawatThis study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With…
Over-the-top (OTT) platforms: a review, synthesis and research directions
Prateek Khanna, Reetika Sehgal, Ashish Gupta, Ashish Mohan Dubey, Rajeev SrivastavaIn this era of technological advancement, the capabilities of devices and telecommunications have changed the pattern of media consumption among consumers. This study examined the…
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques
Jurui Zhang, Shan Yu, Raymond Liu, Guang-Xin Xie, Leon ZurawickiThis paper aims to explore factors contributing to music popularity using machine learning approaches.
Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention
Rui Yan, Zhen Tang, Dewen LiuDigitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable…
A roadmap of retargeting campaigns for SMEs: a case study
Niloofar Fallahi Daryakenari, Mohammad Reza Jalilvand, Seyed Mohammadbagher JafariRunning advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform…
All about Social Coupons! Evolution, Review and Research Directions
Pappu Kalyan Ram, Neeraj Pandey, Justin PaulA novel phenomenon in product and service promotions, social coupons facilitate group buying at lower prices, bringing key benefits to customers, merchants and coupon…
The architecture of marketing leadership: how different structures of marketing presence in the top management team drive new product performance
Hamed Mehrabi, Yongjian (Ken) Chen, Chatura RanaweeraPrior research seldom explores the different structures of marketing presence in the top management team (MPTMT) and their impact on new product performance. In this paper, we…
Uncorking opportunities: a bibliometric review of wine marketing literature
Seema Bhardwaj, Ritika Chopra, Eugene Cheng-Xi AwThe wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs…
Optimizing marketing strategy: a video analysis approach
Shiv Ratan Agrawal, Divya MittalThe current study analyzes product review videos of influencers to determine why they are popular among customers. The study on electrical and electronic appliances covered by…
Do CEO overconfidence and demographic characteristics moderate the effect of R&D investment on firm performance?
Feiyang Guan, Tienan WangThis paper aims to examine the influence of overconfident or conservative CEOs on the performance feedback of R&D investment, as well as the combined impact of CEO overconfidence…
Predicting households’ attitudes and product adoption intentions
Pankaj Kumar, Pardeep Ahlawat, Mahender Yadav, Parveen Kumar, Vaibhav AggarwalThe present study aims to examine the households’ attitudes and intentions to adopt an indoor air purifier against the smog crisis in India by using a comprehensive theoretical…
Brand equity and financial performance: an institutional view
Bilu Cheng, Siyu HouThe purpose of this study is to investigate the influence of brand equity on corporate financial performance across various institutional factors in China, encompassing macro…
Optimizing green knowledge acquisition through entrepreneurial orientation and resource orchestration for sustainable business performance
Asier BaqueroConsidering the importance of green knowledge in firms' sustainability, this study investigates the mediating mechanism of green knowledge acquisition (GKA) and the moderating…
Rebate incentive strategy for online reviews
Huan-huan Zhao, Yong Liu, Wen-wen RenWe attempt to analyze the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits.
Understanding physicians' adoption intentions to use Electronic Health Record (EHR) systems in developing countries: an extended TRAM approach
Mohamed A. Khashan, Thamir Hamad Alasker, Mohamed A. Ghonim, Mohamed M. ElsotouhyThe success of an Electronic Health Record (EHR) system is determined by the numerous facilitators and obstacles that influence physicians' intentions toward using these…
The dark side of artificial intelligence in marketing: meta-analytics review
Mojtaba Barari, Lars-Erik Casper Ferm, Sara Quach, Park Thaichon, Liem NgoArtificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers…
Anthropomorphism of service-oriented AI and customers’ propensity for value co-creation
Ming Tian, Jiarui Yan, Xiaotong LiArtificial intelligence (AI) used in service has sparked fundamental changes in how enterprises engage their customers. AI specifically designed for customer service is denoted as…
Logistics service failures and recovery strategies: is the response time or the discount amount more important?
Hasan Emin Gurler, Ramazan ErturgutAlthough trade volumes in e-retailing have increased significantly in recent years, logistics service failures are inevitable, especially at the delivery stage. Therefore, it is…
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies
Jusuf Zeqiri, Paul Sergius Koku, Costinel Dobre, Anca-Maria Milovan, Vjollca Visoka Hasani, Tetiana PaientkoPurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing…
Unveiling promotion-induced variety-seeking: the roles of various types of promotional rewards and shopping motivations
Nirmalya BandyopadhyayThe study aimed to explore the differential impact of various types of sales promotion on consumers' variety-seeking behaviour and the roles of utilitarian and hedonic shopping…
Planning Facebook message strategy and creative appeal for effective ad engagement – an exploratory study
Dorit Zimand Sheiner, Ofrit Kol, Shalom LevyStudying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational…
Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0
Rajat Kumar Behera, Pradip Kumar Bala, Nripendra P. Rana, Raed Salah Algharabat, Kumod KumarWith the advancement of digital transformation, it is important for e-retailers to use artificial intelligence (AI) for customer engagement (CE), as CE enables e-retail brands to…
Influencer marketing: explaining the effects of influencer self-presentation strategies on brand responses through source credibility
Eva A. van Reijmersdal, Marieke Walet, Andrea GudmundsdóttirSelf-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the…
The effects of game mechanics on user retention in using social live streaming services
Hung-Tai Tsou, Yu-Hsun Lin, Pui Yan LooSocial live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the…
Engage to co-create! The drivers of brand co-creation on social commerce
Saiyara Nibras, Tjong Andreas Gunawan, Garry Wei-Han Tan, Pei-San Lo, Eugene Cheng-Xi Aw, Keng-Boon OoiConsumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss