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Bharihoke, Deepak. "Marketers' Needs from E-Commerce." Review of Professional Management- A Journal of New Delhi Institute of Management 1, no. 1 (November 1, 2003): 22. http://dx.doi.org/10.20968/rpm/2003/v1/i1/101101.
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Stephen, Bliss U., Simeon Ozuomba, and Idongesit E. Eyibo. "Development of Reward Mechanism for Proxy Marketers Engaged in E-Commerce Platforms." European Journal of Engineering Research and Science 3, no. 10 (October 17, 2018): 45–52. http://dx.doi.org/10.24018/ejers.2018.3.10.837.
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A reward model/mechanism for proxy marketer-based e-commerce/e-shopping system was developed in this work. The system comprised of two modules, the shopping module which has an online shop and virtual warehouse; and the reward module. The online shop and virtual warehouse are used to manage the products on the e-commerce system, the reward mechanism is used to manage the reward paid to the proxy marketer. Proxy marketers have been introduced into online shopping to extend their market reach and increase their market share. The proxy marketers are organized in a unilevel multilevel market structure. The work offers three types of rewards: transaction reward which is paid to three generations from the proxy marketer who made the transaction; trust reward which is based on the trustworthiness rating of proxy marketer for a transaction; and turnover reward which is paid for transaction that is up to the amount stipulated for the reward. The various levels of reward were designed to total fifty percent of the profit made per transaction in order to attain sustainability of the network. The work proves that with a sustainable reward mechanism, proxy marketers can be incorporated into an e-commerce platform in a way that betters the profitability of such e-commerce platforms as compared to standalone e-shopping ones.
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Stephen, Bliss U., Simeon Ozuomba, and Idongesit E. Eyibo. "Development of Reward Mechanism for Proxy Marketers Engaged in E-Commerce Platforms." European Journal of Engineering and Technology Research 3, no. 10 (October 17, 2018): 45–52. http://dx.doi.org/10.24018/ejeng.2018.3.10.837.
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A reward model/mechanism for proxy marketer-based e-commerce/e-shopping system was developed in this work. The system comprised of two modules, the shopping module which has an online shop and virtual warehouse; and the reward module. The online shop and virtual warehouse are used to manage the products on the e-commerce system, the reward mechanism is used to manage the reward paid to the proxy marketer. Proxy marketers have been introduced into online shopping to extend their market reach and increase their market share. The proxy marketers are organized in a unilevel multilevel market structure. The work offers three types of rewards: transaction reward which is paid to three generations from the proxy marketer who made the transaction; trust reward which is based on the trustworthiness rating of proxy marketer for a transaction; and turnover reward which is paid for transaction that is up to the amount stipulated for the reward. The various levels of reward were designed to total fifty percent of the profit made per transaction in order to attain sustainability of the network. The work proves that with a sustainable reward mechanism, proxy marketers can be incorporated into an e-commerce platform in a way that betters the profitability of such e-commerce platforms as compared to standalone e-shopping ones.
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Nguyen, Phu An, Dr Shouvik Sanyal, Hat Dang Nguyen, Dr Chapala Bohidar, Augustine Okeke, and Chutimon Narawish. "The Effectiveness of Measuring in Supply Chain Operations of E-Marketers." Webology 19, no. 1 (January 20, 2022): 2245–64. http://dx.doi.org/10.14704/web/v19i1/web19153.
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Supply Chain Management (SCM) for automotive manufacturers worldwide is one of the most relevant and dynamic problems. This research aims to analyze factors affecting the strategic efficiency of the supply chain (SPSC) and the OPSC by quantitative and quality research in the automotive industries. The research aims to evaluate the main outcomes, such as checked theories and established levels of buildings between IKCO and Isuzu, as studies in the automotive industry. In total, IKCO and Isuzu businesses received a total of 217 and 201 completed questionnaires. SPSS analyzes Cronbach's Alpha, where all values of Alpha are highly reasonable, also tested the reliability of results. Path analyzes (PA) were engaged in discovering the occasional relationship between variables through multi-regression in PHSA, according to SPSC and OPSC as the key-dependent variables. SPSC and OPSC have been structured, based on the PA methodology, to assess IKCO and Isuzu's distribution chain efficiency. The Maximal Factor Likelihood (ML), used for the study of normality, outliers and composite stability, validity, and evaluating theories of Amos, was the foundation for confirmatory factor analyses (CFA). The qualitative analysis was also conducted to clarify the dimensions and assess the actual condition through interviews and documents. In conclusion, study results show that IT, organizational learning (OL), and product creativity (PRI) have affected the strategic success of the supply chain. However, SPSC has little impact on transformational leadership. In addition, method innovation (PI) and relationship efficiency affected the organizational output of the supply chain (PQ). The SPSC and OPSC have first been studied in the automobile sector. The research difference has been established, and the research center and SCM as the key foundation for automotive producers have been recognized.
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Wu, Yen-Chun Jim, Chan-Lan Chang, and Tse-Ping Dong. "Electronic Logistics Services." International Journal of Knowledge Society Research 4, no. 1 (January 2013): 57–72. http://dx.doi.org/10.4018/jksr.2013010105.
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This study begins with discussing the relationship between the marketers’ organizational performance and E-marketing performance in the Taiwan’s mobile phone industry. From the perspective of dealers, this study discovers the effects on Relationship Quality, which generated by expected benefits derived from implementing the interorganizational information system on the management of marketing activities. The authors conducted Structural Equation Modeling approach on marketers and dealers respectively. The quality of the information system will affect marketers’ intention to use. Research findings also suggest that the system quality and information quality will affect marketers’ satisfaction and then will affect the Relationship Quality among dealers. From the implementation of information systems, the Relationship Quality has positive effects on the expected strategic benefits, informational benefits and transactional benefits. Therefore, combining the two perspectives from marketers and dealers, this study examines how the E-marketing channel contributes the effects of Relationship Quality on both marketers and dealers.
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V. Ramanujam and P. Parthiban. "A STUDY ON EXPECTED SERVICE QUALITY FACTORS BY THE MARKETER IN E-MARKETING IN INDIA." International Journal of Engineering Technologies and Management Research 6, no. 11 (January 21, 2020): 71–78. http://dx.doi.org/10.29121/ijetmr.v6.i11.2019.464.
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In the present study, the descriptive research design has been administered. Since this research describes the characteristics of the marketers in e-marketing, it is concerned with descriptive in nature. Meanwhile, this study analyze the e-marketing behavior and its antecedents, e-services quality, service failure in e-marketing, its relationship with the profile of the marketers, it seems to be diagnostic in nature. In total, 535 marketers was identified by popular web service providers namely Pronet, Satyam, Airtel and BSNL. Hence the present study has made an attempt to fill up the research gap with the help of proposed research model.
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Geng, Ruibin, Shichao Wang, Xi Chen, Danyang Song, and Jie Yu. "Content marketing in e-commerce platforms in the internet celebrity economy." Industrial Management & Data Systems 120, no. 3 (January 6, 2020): 464–85. http://dx.doi.org/10.1108/imds-05-2019-0270.
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Purpose With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the economic value of user-generated content (UGC) and marketer-generated content (MGC) still lag behind. The purpose of this paper is to contribute both theoretically and practically to capture both first-order effects and second-order effects of internet celebrity endorsements on marketing outcomes in an e-commerce context. Design/methodology/approach This study conducts a cross-sectional regression to evaluate the economic value of internet celebrity endorsement, and a panel vector autoregressive model is adopted to examine the relationship between celebrities’ and consumers’ content marketing behaviors and e-commerce sales performance. The authors also adopt look-ahead propensity-score matching technique to correct for selection bias. Findings The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement. Moreover, interactions within the fan community exert second-order effects of content marketing on sales performance. Originality/value This paper provides new insights for e-commerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform.
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Yan, Ruiliang. "Product categories, returns policy and pricing strategy for e‐marketers." Journal of Product & Brand Management 18, no. 6 (September 18, 2009): 452–60. http://dx.doi.org/10.1108/10610420910989776.
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Maurer, Steven D., and Yuping Liu. "Developing effective e-recruiting websites: Insights for managers from marketers." Business Horizons 50, no. 4 (July 2007): 305–14. http://dx.doi.org/10.1016/j.bushor.2007.01.002.
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Loveland, James M., Scott A. Thompson, John W. Lounsbury, and Danilo Dantas. "Is diffusion of marketing competence necessary for a market orientation? A comparative investigation of marketing managers and their defining traits." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 469–84. http://dx.doi.org/10.1108/mip-10-2013-0168.
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Purpose – Increasingly, scholars and analysts are urging firms to transition from a model in which marketing is a discrete function to a diffused approach in which marketing is everyone’s job. Prior research has examined differences in firm level performance. However, this firm level focus has overlooked what effects this transition might have on the managers who perform the marketing role. The purpose of this paper is to investigate manager level consequences of transitioning between these approaches by evaluating differences in person-environment (P-E) fit between marketers and non-marketers. Design/methodology/approach – The authors identify core marketing functions and relevant personality traits of marketing managers, based on the marketing literature. The authors then compare personality and career satisfaction data from 465 marketing managers against a larger, general employment sample of 3,100 employees. Finally, the authors examine the relationship of career satisfaction to each of these traits and investigate how these relationships differ across the two groups. Findings – The authors find important differences between marketers and non-marketers. Most importantly, the authors found that the relationships between personality and career satisfaction were significantly different for traits suggested by the research literature as important to the marketing function. In particular, customer orientation, visionary leadership, optimism, and assertiveness were all associated with higher career satisfaction for the marketing sample than for the general sample. Originality/value – This paper is among the first to examine manager level differences relevant to transitioning between firm level marketing approaches. For firms considering adopting the “everyone is a marketer” diffused approach, the findings reveal pitfalls that can lead to reduced career satisfaction, reduced manager performance, and increased turnover. As a result, the performance of firms that have already adopted a diffused approach may be misleading for those firms who have not. At a minimum, firms contemplating a transition to a diffused approach should conduct an assessment of P-E fit similar to that illustrated in this paper to assess the potential risks.
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Mastorakis, George, Nikolaos Trihas, Constandinos X. Mavromoustakis, Emmanouil Perakakis, and Ioannis Kopanakis. "A Cloud Computing Model for Efficient Marketing Planning in Tourism." International Journal of Online Marketing 4, no. 3 (July 2014): 14–30. http://dx.doi.org/10.4018/ijom.2014070102.
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This article proposes a novel model to optimize e-marketing planning in tourism sector, based on the convergence among interactive digital television, mobile networks and cloud computing systems. The proposed research approach is exploited, towards efficiently facilitating marketers to accomplish optimum e-marketing data analysis and design effective mobile marketing strategies, targeting potential users under a personalized advertising scheme. This model also enables marketers to predict future purchasing patterns and efficiently understand customers' behavior. Collected e-marketing data, revealing customers' preferences, is optimally displayed to marketers, using emerging user-friendly interfaces based on cutting edge web technologies, towards providing an actual mean to automatically customize services for individual market segments in tourism sector. The applicability and usefulness of the system were tested by interviewing a sample of hotel marketing managers, and the findings provide useful practical implications.
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Ahmad, Asad, Obaidur Rahman, and Mohammed Naved Khan. "Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty." Journal of Research in Interactive Marketing 11, no. 3 (August 14, 2017): 246–67. http://dx.doi.org/10.1108/jrim-04-2017-0022.
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Purpose The purpose of this study is to explore the factors that help in building e-loyalty towards online retailers. Internet has brought the world market into a single platform. Marketers have started using Internet as a new and innovative way to interact and reach people all around the world. With the increase in the number of Internet users, the number of e-marketers has also increased. In the context of online retailing, the service quality being offered is increasingly being used as a tool for competitive advantage. E-tailers are embracing superior e-services to attract, retain and convert patrons into loyal customers. Design/methodology/approach The researchers in the present study have used a research instrument that consists of constructs of the modified eTailQ scale, hedonism and e-satisfaction that together result in the formation of e-loyalty. Researcher-controlled sampling was employed to collect data from 159 student respondents. Findings Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were applied for analysing the collected data. The results of the study demonstrate that major factors which help in the formation of e-loyalty are e-satisfaction, customer service, privacy and hedonism. Originality/value This study extends the understanding of the role of e-satisfaction, customer service, privacy and hedonism in the formation of loyal consumers. The researchers proposed a model to study the factors impacting the e-loyalty of the Internet shoppers in India. The findings of the study are expected to help both researchers and marketers.
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Patro, Chandra Sekhar. "Buyer Insight and Satisfaction on E-Store Shopping." International Journal of Cyber Behavior, Psychology and Learning 12, no. 1 (January 2022): 1–13. http://dx.doi.org/10.4018/ijcbpl.298691.
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E-Shopping is a recent experience in the field of E-Business and is definitely going to be the future of shopping in the world. Now-a-days, shopping at the click of a mouse has gained much popularity. Due to fast-moving life and shortage of time, consumers are searching for their desired products in online shopping stores. Consumers are more connected than ever before and have more information and choices at their fingertips today. If e-marketers know and understand the factors affecting consumers’ satisfaction, they can further develop their marketing strategies to attract and retain customers. The aim of the study is to measure the factors that influence the buyers’ satisfaction while purchasing online. It emphasizes the importance of buyers’ satisfaction and helps the e-marketers to understand their insight towards e-store shopping.
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Khandelwal, Utkal, Seemant Kumar Yadav, Vikas Tripathi, and Vivek Agrawal. "E-consumer conformity and its impact on consumer attitude." Journal of Asia Business Studies 12, no. 4 (December 10, 2018): 455–68. http://dx.doi.org/10.1108/jabs-09-2015-0161.
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PurposeWith the tremendous increase in the number of netizens, online consumer behavior has become an important issue nowadays. One of the important issues of online consumer behavior is e-consumer conformity. This paper aims to explore prominent factors of e-consumer conformity and its impact on consumer attitude, which helps marketers to understand this new business arena and involve this relationship to enhance their business.Design/methodology/approachFor the purpose, convenience sampling was used with sample size of 510. Offline as well as online mode of survey was applied. The resultant hypotheses (based on the developed model depicting normative and informational consumer conformity effect on attitude) were examined by structured equation modeling.FindingsThe present study presents the different dimensions of e-consumer conformity and its difference in metro and non-metro cities on which marketers have to frame their strategies. The study revealed that the customer attitude is largely affected by others expectations (conformance with others expectations, NCC) rather others knowledge and expertise (ICC). Additionally, the comparison of virtual conformity behavior of metro and non-metro customers was made, and it was found that conformity behavior does not significantly differ in these two contexts.Practical implicationsBusiness saturation in metro cities, infrastructural growth and technological advancement in non-metro cities, companies are moving toward non-metro cities. Due to contextual differences existing between metro and non-metro market, it is difficult to trace the changes in the marketing policies and device the appropriate strategy accordingly for the marketers. In lieu of this, the present study presents the different dimensions of e-consumer conformity and its degree of difference in metro and non-metro cities on which marketers have to frame their strategies.Originality/valueGood number of research has been conducted on consumer conformity in India; however, there is a scarcity of literature in virtual consumer conformity in India. This research is not only establishing the relationship between virtual consumer conformity and consumer attitude but also establishing the difference of virtual consumer conformity in metro and non-metro cities in India.
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Tirpude, Raman. "Study of Impact of Digital marketing on Consumer Buying Behaviour for Electronic Goods." International Journal for Research in Applied Science and Engineering Technology 10, no. 2 (February 28, 2022): 905–9. http://dx.doi.org/10.22214/ijraset.2022.40348.
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Abstract: The buying behavior of consumer is changing at a faster rate in the customer oriented market environment. Consumer behaviour differs when it involves the merchandise, price, features, quality, packaging, buying behaviour, status, generation, age of the customer etc. however, youth is that the most intricate group to correspond with. The changing preferences of the present day youth affects the buying pattern with trends and fashion. Therefore, Marketers spend crores of rupees and invest an excessive amount of time on marketing research per annum to spot and predict the changing youth behaviour. Now digital platforms has posed many challenges to the marketer in the retail segment. The present generation is more fascinated with the web shopping than the traditional buying. The marketers are forced to introduce the innovative way of selling due to the pressure of the younger generation’s buying behaviour. Customers use the web not only to shop for the merchandise online, but also to match prices, product features and after sale service facilities the desire receive. In addition to the tremendous potential of the E-business market, the web provides a singular opportunity for companies to more efficiently reach existing and potential customers. The popular digital retailing companies in India are Myntra, Flipkart Snap deal, Amazon.com and e-Bay etc. The five dominant factors which influence consumer perceptions for digitalshopping are information, easy to use, satisfaction, security, proper utilization of available information to compare the different products. Keywords: Customer, Digital shopping, Digital marketing, Buying Behaviour
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Narula, Shabnam, MRS SHABNAM GULATI, and Mr DUSHANT NARULA. "Examining Factors that Affect Consumer Online Shopping Behavior: A Review Based Study." INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY 10, no. 8 (October 30, 2015): 2445–52. http://dx.doi.org/10.24297/ijmit.v10i8.2053.
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Online shopping in India is an emerging trend for marketers to promote their merchandise in wide geographical area using internet. In 2012, E-Commerce revenue was US$ 1.6 billion but it is expected to be US$ 8.8 billion by 2016.It speaks about the success of e-commerce. Trust is an important dimension in the success of online shopping. The present study focuses on critical review of consumer behavior towards online shopping through extensive literature survey. The finding reveals that knowledge, privacy, security, perceived risk and perceived benefits are very important factors for the consumer’s behavior towards online shopping. Winning trust is the primary condition for enduring success in e- commerce. Finally, some useful implications have been offered to the marketers at the end.
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Patro, Chandra Sekhar. "Consumer Attitude and Loyalty in Online Shopping Environments." International Journal of Cyber Behavior, Psychology and Learning 7, no. 3 (July 2017): 57–72. http://dx.doi.org/10.4018/ijcbpl.2017070105.
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In the online shopping environment, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service offered by the e-marketers' to their customers. The application of technology-based service has grown rapidly in the recent years, but the current understanding of customer retention and attitude in such contexts remains limited. The present article empirically investigates the roles of e-store facets, consumer attitude and loyalty in online shopping environments. The results posit that the e-store facets such as ease of use, credibility, price benefit, security and service quality positively influence online consumer loyalty via online consumer purchase attitude, whereas functionality and innovativeness do not have much influence on consumer attitude and loyalty. The findings afford not only practical implications for e-marketers but also directions for future research on online customer attitude and loyalty.
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Park, Jae-Jin, and Fritz Cropp. "An Exploratory Study of Marketers’ Perceptions of the Internet." Communication and Culture in Korea 13, no. 1 (June 6, 2003): 119–39. http://dx.doi.org/10.1075/japc.13.1.08par.
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The Internet has dramatically changed the way organizations communicate with consumers. This study examines South Korean marketers’ perceptions of reciprocal communication forms (e.g., e-mail, comment, chat with webmaster, bulletin board, and survey) in terms of the extent of use, marketing cost reduction, usefulness, informativeness, credibility, barriers, and prediction of future use. A sample of Korean marketers found that the content of consumer feedback is more important than the Internet form in which it is delivered. Even marketers using at least one of the reciprocal communication forms wonder about the credibility of the information they receive and the lack of response. These phenomena might reflect that those forms have not yet reached the stage where they are seen as useful in replicating traditional communication with consumers. Managerial implications are discussed.
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Khan, Aisha, Tallal Ahmed, and Madiha Rehman. "Needs Analysis of Social Media Marketers." Global Digital & Print Media Review V, no. II (June 30, 2022): 25–36. http://dx.doi.org/10.31703/gdpmr.2022(v-ii).03.
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The ever-growing e-businesses across the globe have totally changed the landscape of business conventions that have been followed and rooted at the core of business activities for cons. Now the focus of business leaders is not just to develop the products but also its marketing. Since e-business reigns in the digital world; thus, the tactics which are being used should be digital and advanced to keep up with the pace. It follows a myriad of features such as user-friendly website designing, attractive picture selection, responsive web pages, and customer services to effective content writing. An online survey via emails was distributed among the digital business officers who responded to the changing needs of the online communication strategies that can help teachers equip their students with those needs, in the long run, to successfully manage their businesses. A total of 122 responses were received in order to analyze the specific needs of digital media marketers. Some of the factors, such as effective communication and giving importance to customers, were some of the important needs of digital marketers.
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Thongmak, Mathupayas. "Thai Commercial Banks on Twitter." International Journal of Asian Business and Information Management 14, no. 1 (April 14, 2023): 1–27. http://dx.doi.org/10.4018/ijabim.321730.
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Twitter is a social media (SM) platform that rapidly generates electronic word of mouth (e-WOM). Marketer-generated content (MGC) is controllable and could enhance the positive e-WOM. Hence, in this study, the author examined the characteristics of MGC and reactions from followers based on Thai banks' Twitter accounts. The author collected a total of 10,000 tweets from nine banks in Thailand—both high- and low-performing banks. The author conducted research with natural language processing (NLP) to uncover intents using an open application programming interface (API). The author used three data-mining techniques—association, clustering, and classification. The Twitter strategies of banks with high and low performances are quite similar. The sentiment is the intent type that dominates Thai banks' intent strategies. Several intents could be combined to draw e-WOM in terms of favorites (FAV) and retweets (RT). Six intent patterns (clusters) were extracted. Some of these clusters are classifiers for FAV and non-FAV tweets. This study guides the application of data mining in business research and suggests MGC strategies for marketers.
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Zaki, Waqas, Areej Tayyab, and Aeman Hassan. "Factors Affecting Customer Experience of E-Commerce in Pakistan." Journal of Educational Paradigms 1, no. 2 (December 15, 2019): 76–79. http://dx.doi.org/10.47609/0102052019.
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The study is regarding analyzing the factors affecting customer experience of e-commerce in Pakistan through the quality of the product, safety of application, delivery guarantee, and offers. Using the purposive sampling technique total of 180 questionnaires were collected from the people having the experience of online shopping in Lahore, Pakistan. The study shows the factors and their roles towards raising the customer experience of e-commerce. This study's results reveal that the perception of customers is that the quality of the product, application safety, offers, and the delivery guarantee affects the customer comfort level and satisfaction level. The study results also reveal that the lower delivery charges, guaranteed delivery, and no safety risks motivate the customers to go for online shopping. It concluded that if the marketers concentrate on the factors like product quality, security issues, delivery risks, and the financial risks, it increases the customers. Limited literature has been documented in Pakistan, particularly regarding customer perception for online shopping because there are too many factors that affect the purchase intention. The results of the study might be beneficial for the online marketers/ companies with online stores/ e-commerce stores.
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Saleh, Mahmoud Abel Hamid. "Website Design, Technological Expertise, Demographics, and Consumer’s E-purchase Transactions." International Journal of Marketing Studies 8, no. 1 (January 29, 2016): 125. http://dx.doi.org/10.5539/ijms.v8n1p125.
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<p>This study investigates the association of e-retailer’s website design, the consumers’ technological expertise, and some demographic characteristics with e-purchase transactions. The study was conducted on a sample of 290 respondents of Saudi consumers who had online purchase. The findings revealed a statistically significant positive relationship between the consumers’ technological expertise and their e-purchase transactions. The study also demonstrated no relationship between the e-retailer’s website design and the consumers’ e-purchase transactions. Regarding demographics and consumers’ e-purchase transactions, the study found nonsignificant differences between males and females, as well as among the different levels of education, as opposed to significant differences among the consumer’s monthly income levels in favor of higher-income consumers, and among different age levels in favor of the age 35-45 category. To help both marketers and consumers to gain the benefits of e-purchase, the study recommended e-marketers to establish marketing activities that enhance the consumer adoption of e-shopping; giving more concern to order processing as an important strategy for differentiation and positioning. The study also recommended e-retailers to focus on entertaining and luxury products to attract higher-income consumers. Furthermore, the study advised e-retailers to extensively do consumer behavior research as a base to enhance the planning of e-marketing strategies and activities.</p>
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Nam, Changhyun, Jihyeong Son, and Jae-Gu Yu. "Effects of SNS Social Capital on E-Service Quality and Sustained Referral Intentions of E-Fitness Apparel: Comparative Body Image Satisfaction Analysis." Sustainability 11, no. 24 (December 13, 2019): 7154. http://dx.doi.org/10.3390/su11247154.
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Fitness apparel companies target consumers with easy access to social media (e.g., Facebook, Instagram, and Pinterest). However, fitness apparel companies have struggled to incorporate social interactivity into their marketing strategies due to a lack of knowledge about consumers’ social media behaviors and different country contexts. The purpose of this study was to investigate (1) comparison of college students’ body image satisfaction in both the United States (U.S.) and South Korea and (2) how their body satisfaction influences consumer communication and the sustained referral intentions of fitness apparel in social media. The findings from 1144 survey responses of U.S. and South Korean college students reveal that student body satisfaction differs between the two countries. Body-dissatisfied U.S. and South Korean students with social capital on social networking websites are directly influenced by word-of-mouth regarding online fitness apparel purchases. Furthermore, perceived e-service quality, including website design and website responsiveness, is a significant mediator in both cultures, affecting the word-of-mouth for fitness-related purchases. This study provides evidence for marketers of fitness apparel, particularly e-marketers, to consider the cultural differences in customer preferences and customer body satisfaction, so as to enhance service performance.
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Debora Dhanya A and Uma Pricilda Jaidev. "Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising." International Journal of E-Services and Mobile Applications 11, no. 4 (October 2019): 39–55. http://dx.doi.org/10.4018/ijesma.2019100103.
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Social advertising, ads in social media platforms, have become popular in recent years because of the evolution of internet technologies such as web analytics and big data mining. The content of the social advertisement is tailored in order to personalize the message to the target consumer groups. In an effort to reach the prospects, marketers should focus on the social leads on social networking sites (SNS) to promote and to sell their brands/products. Drawing on, online personalized advertising literature, e-WOM recommendations and increasing privacy concerns and perceived ad personalization (conceptualized as functions of psychological reactance) on SNS leads to avoid such advertisements. The goal of the study is to investigate the impact of perceived personalization, privacy concern, and e-WOM to consumers' behavioral click through intentions towards social ads. This study contributed to the theory of psychological reactance by indicating that the individuals with less privacy concern and personalized recommendations from their contacts on SNS have a smaller amount of reactance towards social advertisements than commercial advertisements by marketers. Suggestions for advertisers, social media marketing practitioners conclude the paper.
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Nuseir, Mohammed T. "The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)." Journal of Islamic Marketing 10, no. 3 (September 9, 2019): 759–67. http://dx.doi.org/10.1108/jima-03-2018-0059.
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Purpose The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers. Design/methodology/approach Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers. Research limitations/implications The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation. Practical implications This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.
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Okiyi, Godswill O., Chinwe Odionye, Fatimah Emetumah, and Ayodeji O. Awobamise. "Influence of advertising on Abuja women’s choices of e-commerce platforms." Kampala International University Interdisciplinary Journal of Humanities and Social Sciences 1, no. 2 (August 17, 2020): 53–67. http://dx.doi.org/10.59568/kijhus-2020-1-2-04.
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Evolution and dynamic penetration of the Internet provided radical paradigm shifts in different aspects of life. Such sectors include, but are not limited to education, health, governance, marketing among others. E-Commerce platforms or online marketing are among significant beneficiaries of the exponential growth of users of the Internet. Taking advantage of the various features of the Internet, e-marketers use strategies, including advertising to attract and persuade their target customers. This study sought to know the influence advertising exerts on women who live in Abuja to choose specific e-Commerce platforms for their online purchases. Theories used to underpin the study are Technological Determinism theory and AIDA Formula. Using Dusick Online Sampling Calculator, an approximate of 384 females were stratified among women in Wuse, Gwarimpa and Garki areas of AMAC, to harvest data out of an estimated population of 1.75m women, resident in Abuja. A multi-stage sampling approach was adopted for the study, and tools used to gather data were the Questionnaire and FGD. ANOVA was used to measure the extent advertising influences patronage of E-platforms by respondents. It was revealed that advertising played a significant role in determining respondents’ choice of online malls, while other variables contributed to pull customers to specific E-platforms. It is recommended that e-marketers adopt a holistic marketing communications approach, and use proper audience and positioning strategies to attract right customers to their e-platforms.
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Nelmapius, A., and C. Boshoff. "A motivational perspective on the user acceptance of social media." South African Journal of Business Management 47, no. 4 (December 30, 2016): 1–13. http://dx.doi.org/10.4102/sajbm.v47i4.70.
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Social media is a unique marketing communication medium to engage with a new generation of consumers and it has become an essential element of many organisations’ strategic planning. On social media sites, consumers are engaging with and producing information, as opposed to traditional media where the marketer is in control of the media message content and information dissemination. The primary objective of this study was to investigate the intentions of users of social network sites to continue using social network sites in the future, by using a comprehensive, decomposed Theory of Planned Behaviour. The results showed that Dispositional trust, Internet self-efficacy, Psychological risk, Perceived enjoyment and Perceived usefulness exert a statistically significant influence on the intention of individuals to continue to use Facebook in the future. This study provides insights that can guide marketers’ efforts to devise customised, multi-layered marketing offerings to encourage the use of social network sites for e-commerce purposes.
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Johnson, Nastasje, and Marike Venter. "Factors Affecting Consumer Resistance to Innovation Diffusion of E-Cigarettes." Journal of Economics and Behavioral Studies 8, no. 5(J) (October 30, 2016): 108–19. http://dx.doi.org/10.22610/jebs.v8i5(j).1436.
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With increasing concern over the harmful effects of smoking tobacco cigarettes, the use of alternate smoking devices such as the e-cigarette has grown. Although gaining popularity globally, consumer resistance has slowed the diffusion of e-cigarettes in emerging markets, especially in South Africa. The aim of this paper is to explore how consumer resistance affects the diffusion of e-cigarettes among university students in Johannesburg. The study predicts consumer resistance through exploring relative advantage, compatibility, complexity, trialability, observability, and perceived risk. By means of a quantitative methodology, self-administered questionnaires were completed by 400 students from the University of the Witwatersrand. The data analysis was conducted using SPSS 22 and AMOS for structural equation modelling, which yielded results indicative of support for three of the six hypotheses proposed. This indicates that although marketers should apply relative advantage (β=0.03) and complexity (β=0.16) to marketing strategies, the focus should be on perceived risk (β=0.88) in order to increase the diffusion of e-cigarettes in the youth market. The results further provide marketing practitioners with a better understanding on how to limit consumer resistance and how to improve product diffusion of e-cigarettes. This study contributes to existing literature on innovation diffusion, and contextually to buying behaviour among the youth in South Africa. By gaining insight into this, marketers will positively influence behavioural change among smokers and so contribute to the reduction in smoking-related deaths.
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Sharp, Kirsty-Lee, Ayesha Lian Bevan-Dye, and Natasha De Klerk. "Internets Influence On The Marketing Activities Of South African Companies." International Business & Economics Research Journal (IBER) 12, no. 9 (August 30, 2013): 1077. http://dx.doi.org/10.19030/iber.v12i9.8053.
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Although research studies regarding the Internets impact on marketing conducted in the past in different countries and at different times produced quite similar trends in responses, advances in Internet technologies and the increased Internet usage necessitated reinvestigating marketers perceptions as to the changes in marketing practices brought about by the Internet. This study sought to determine the South African marketing practitioners perceptions of the Internets influence on the practice of marketing in 2011 and compare these perceptions with those of marketers in Australia 2001 and Iran 2005.A cross-industry survey of the marketing practitioners at the top 100 companies listed on the Johannesburg Stock Exchange in South Africa was conducted by means of a self-administered questionnaire. Questionnaires were sent via e-mail to those marketing practitioners from whom telephonic permission had been obtained.The findings indicate that South African marketers perceive the Internet to have changed the way companies conceptualise their marketing activities, define their markets, and create value. This study contributes to the practice of marketing by outlining the potential uses of the Internet in marketing and indicating trends across three countries and time periods.
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Bilgihan, Anil, Jay Kandampully, and Tingting (Christina) Zhang. "Towards a unified customer experience in online shopping environments." International Journal of Quality and Service Sciences 8, no. 1 (March 21, 2016): 102–19. http://dx.doi.org/10.1108/ijqss-07-2015-0054.
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Purpose – New developments in e-commerce and m-commerce technologies along with the wide adoption of mobile devices and social media have enabled companies to enhance customers’ shopping experiences and their interaction with brands anytime, anywhere. The purpose of this paper is to develop a theoretical model for a unified online customer experience by drawing from related literature on consumer behavior in the online contexts. Design/methodology/approach – By synthesizing extant consumer behavior and e-commerce literature, this paper seeks further understanding of online customer experience and offers strategies for e-commerce marketers and Web site designers. Findings – The findings of this paper indicate that easiness to locate the Web site/app, ease of use, perceived usefulness, hedonic and utilitarian features, perceived enjoyment, personalization, social interactions and multi-device compatibility are the antecedents of the unified online customer experience. Brand engagement, positive word of mouth (WOM) and repeat purchase are the outcomes of compelling online customer experience. Practical implications – A significant amount of potential revenue is lost globally due to poor online customer experiences, resulting in e-commerce not reach its potential. E-commerce companies should “hook” customers by providing compelling online experiences. Originality/value – Given that customer’s experience has become one of the most important and competitive outcome variable for contemporary companies, the results will benefit e-commerce marketers and Web site designers.
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Noor, Nayab, Shahnila Yousaf, Kashif Amin, Ishfaq Ahmad, and Syed Saddam Hussain. "Consumer’s Perception towards Website Factors for Online Shopping and its Effect on Buying Behavior in Peshawar." Spring 2023 3, no. 2 (April 8, 2023): 79–92. http://dx.doi.org/10.54183/jssr.v3i2.183.
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The use of e-commerce is growing so rapidly around the globe and provides e-marketers with many emerging opportunities. Ife-marketers get awareness about those elements and aspects which can affect consumers’ buying behavior and the relationships between these factors. Then they can further develop their marketing strategies to convert potential customers into active ones and hold current online customers. The increasing use of the Internet by Pakistani customers provides developing prospects for online retailers. This paper focuses on factors that online Peshawari buyers keep in mind while buying online. This study found that website design, website reliability/fulfillment, website customer service, and website security/privacy are the four dominant factors that influence consumer perceptions of online purchasing. Online buyers have positive evaluations of website design and website reliability/fulfillment but negative evaluations of website security/privacy issues, which implies that security/privacy issues are important to most online buyers. Finally, the recommendations presented in this research may help foster the growth of Pakistani online marketing in the future.
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Zulfeequar Alam, Mohammad, and Sheriff A. Elaasi. "A Study on Consumer Perception towards E-Shopping in KSA." International Journal of Business and Management 11, no. 7 (June 21, 2016): 202. http://dx.doi.org/10.5539/ijbm.v11n7p202.
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Marketers are facing new challenges of marketing in the new millennium due to the changes in the consumer buying behavior associated with disruptive innovation, virtual communication, purchasing habits and consumption pattern. The rapid rise of online marketing has captured the attention of marketers and consumers nowadays. At present online shopping became the ideal for the people in the world. In Saudi Arabia most of the citizens having the access of internet facility and good purchasing power however still e-shopping are not in trend of Saudi Arabian consumers; around 62% of the population of the country did not even shop online by Al-Salamin (2014). The objectives of the study are to provide an in-depth understanding regarding customer perception on e-shopping, payment method were used; the risk factors involved and the preferable devices were utilized for e-shopping. For the study a survey of 128 respondents of Saudi Arabia were conducted during the period of 3 months from September to November 2015. Data collection was carried out using a structured and close ended questionnaire. The received data were coded and analyzed with suitable statistical tools. It was investigated that the majority of the respondents had involved in e-shopping, 73% of respondents are feeling e-shopping as easy shopping, 44% consumer use credit card as a payment method and 40% of the respondents preferred to buying product/ services through laptop when buying online. The quality of product was reported as a highest worrying factor by the majority of respondents.
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Le, Thi Thanh Huong, Tu Hoang Le, Minh Dat Le, and Tien Thang Nguyen. "Exposure to E-Cigarette Advertising and Its Association With E-Cigarette Use Among Youth and Adolescents in Two Largest Cities in Vietnam 2020." Tobacco Use Insights 16 (May 26, 2023): 1179173X2311796. http://dx.doi.org/10.1177/1179173x231179676.
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BACKGROUND E-cigarette products have become more popular due to the marketing campaigns on various sources but caused adverse health impacts to users, especially adolescents and youths. This paper aims to describe the situation of exposure to e-cigarette advertisements of youth and adolescents living in two cities of Hanoi and Ho Chi Minh in 2020 and identify the associated factors of e-cigarette marketing with e-cigarettes use in these groups. METHODOLOGY This was a cross-sectional study. The study participants were 1211 youth and adolescents aged 15-24 living in Hanoi and Ho Chi Minh City during the time of data collection (from January 2020 to September 2020). Two primary outcome variables included the ever e-cigarettes use and the intention to use e-cigarettes. Multivariate logistic regression models were used to assess the association between the outcome variables and e-cigarette marketing exposure. RESULTS The proportion of participants who ever use e-cigarettes was 7.4% and a proportion of 4.8% have intention to use e-cigarettes. The most popular source of exposure to e-cigarettes advertisements was social network (Facebook, Twitter, Instagram, Youtube, etc.) and this source had positive association with the odds of e-cigarette smoking among youth and adolescents (OR = 3.38, 95% CI: 1.59-7.14). In addition, referral marketers also contributed to making the participants more likely to smoke e-cigarettes (OR = 2.68, 95% CI: 1.03-6.95). Attractive color and free sample of e-cigarettes were also found to be the motivated factors associated with smoking behaviour among youth and adolescents. CONCLUSIONS New policies should be considered to oppose the impact of youth-oriented e-cigarette advertisements which include regulating and restricting e-cigarette advertisements on social media, as well as through referral marketers.
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C. UFORD, Imoh, Imaeka I. CHARLES, and Aniebiet J. ETUK. "Effectiveness of E-Marketing Platforms and Consumer Buying Behaviour of Akwa Ibom State University Students Towards Selected Online Products." AKSU Journal of Management Sciences 7, no. 1&2 (December 15, 2022): 1–28. http://dx.doi.org/10.61090/aksujomas.2022.001.
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This study examined the effectiveness of e-marketing Platforms and buying behaviour of students at Akwa Ibom State University (AKSU) towards selected online products. It was carried out based on a paradigm shift in product positioning from conventional ways to online platforms. The study objectives were to determine the relationships between independent variables (Facebook usage, Instagram usage, and Twitter usage) and the buying behaviour of AKSU students. It employed a survey research technique to collect data from a sample of 384 to draw inferences on the total population of 9254 students. The data were collected through an online Microsoft link, and descriptive data were analyzed using frequency tables and simple percentages. The regression analysis in (SPSS Version 21) was used to test the hypotheses. Findings from the results revealed that all three null hypotheses were rejected. This implies that there is a significant relationship between Facebook, Instagram, and Twitter usage and buying behaviour of AKSU students. The authors recommended that; marketers on the Facebook platform should create Facebook groups in order to find a niche within their customers’ interests and also to give them a space to connect. Furthermore, marketers on the Instagram platform should endeavour to apply an attractive design on their advertised product with a simple and understandable description of the product in order to attract positive buying behavior among students. Finally, the study recommends marketers using the Twitter platform should endeavor to retweet their tweets at least every day in order to keep their online target audience updated with their products related tweets.
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Lim, Kah Boon, Sook Fern Yeo, and Hiew Kya Way Alfredo. "EFFECTS OF LIVE VIDEO STREAMING TOWARDS ONLINE PURCHASE INTENTION." International Journal of Industrial Management 11 (August 31, 2021): 250–56. http://dx.doi.org/10.15282/ijim.11.1.2021.6546.
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Online video streaming is one of the channels of the current economic development of e-commerce. In this technology era, our lifestyle is gradually moving towards electronic development and the public use of e-commerce applications for their businesses. Online video streaming strategies, therefore, benefit marketers, and this is mainly due to their cost-effective properties. The main objective of this research is to investigate the influences of online video streaming on customers’ online purchase intention. Three independent variables include perceived credibility, perceived ease of use and perceived usefulness are used to study the influence of online video streaming on the consumers’ online purchase intention. A set of self-administered questionnaires was distributed to 215 respondents from three states in Malaysia which are Johor, Melaka and Selangor, who had the experience of online purchases that were affected by online video streaming. The collected data are then analysed using SPSS and Smart PLS software. The results of the analysis indicated that all three independent variables have a significant impact on consumers' online purchase intentions through online video streaming. In conclusion, this research is important to e-marketers in order to allow them to gain a better understanding of the online purchasing behaviour of their customers
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Wijaya, Nikodemus Hans Setiadi. "Brand Experience and WOM: The Mediating Effects of Brand Love, Brand Image, and Brand Loyalty." Asia Pacific Journal of Management and Education 5, no. 3 (November 20, 2022): 48–57. http://dx.doi.org/10.32535/apjme.v5i3.1765.
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In marketing, word of mouth (WOM, whether positive or negative, can have a significant impact on overall marketing success because it influences the reputation of the company and the product brand. To foster positive WOM, marketers should manage the consumer experience when consuming a product brand. This study applies brand love, brand image, and brand loyalty to the effect of brand experience on WOM. Brand love, brand image and brand loyalty are posited as mediators. The present study employed consumers of a pharmaceutical brand originating from Japan. The online survey gathered 293 data that could be used for analysis. By using the two types of positive WOM (face-to-face WOM and electronic WOM, later abbreviated as f-WOM and e-WOM) this study revealed that the brand experience was positively associated with e-WOM and f-WOM. Brand experience was associated with e-WOM through brand love, brand image and brand loyalty. In addition, brand experience was associated with f-WOM through brand love, brand image and brand loyalty. The study offers important information to marketers. Through brand property management, organizations would scan positive WOM from their consumers, in turn it may be a good spontaneous promotion at their brands.
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Ratten, Vanessa. "Exploring Behaviors and Perceptions Affecting the Adoption of Cloud Computing." International Journal of Innovation in the Digital Economy 4, no. 3 (July 2013): 51–68. http://dx.doi.org/10.4018/jide.2013070104.
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Cloud computing is a technological innovation that has been marketed to consumers as a revolution in the way people store and communicate data information. This paper extends previous research on technology adoption behavior of individuals by focusing on the role of e-business entrepreneurs in facilitating cloud computing services. As there are a number of technology adoption theories that can explain the process, this paper reviews the major innovation theories but focuses on social cognitive theory for its theoretical framework. Social cognitive theory is identified in this paper as being the most appropriate theoretical lens to understand e-business entrepreneurship as it focuses on social learning, which is an important determinant of a person adopting cloud computing services. A theoretical framework is developed based on social cognitive theory, which focuses on the role of mobile marketing, a person’s emotions and belief system on their intention to adopt cloud computing services. The findings from this paper may help to bridge the gap between practical usages of new technological innovations like cloud computing services with the impact of e-business strategies on a person’s behavior. This paper also has a number of managerial implications for technology marketers that include focusing on a person’s emotions and belief system on their intention to adopt e-business technologies. Future research avenues for technology marketers of cloud computing services are stated in the paper that highlight the importance of facilitating e-business entrepreneurs to further develop mobile technological innovations.
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Chantelle Mascarenhas and Dr. Sanjaykumar P. Phad. "Study of E-consumer Behaviour towards E-goods (tangible goods) in Mumbai City (Byculla - E Ward)." Journal of Global Economy 17, no. 3 (November 9, 2021): 189–99. http://dx.doi.org/10.1956/jge.v17i3.630.
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Convenience, accessibility and inexpensive range of information have attracted many towards the field of online shopping, luring them for more and more shopping experiences with availability of a wider range of products. Online shopping being a larger industry, needs to keep themselves constantly updated with the types of consumers choosing to shop online, the factors influencing e-consumers attitudes to shop, the kinds of e-purchases made and the mode of payment opted for online shopping purchases. The purpose of this research paper is to seek such information to help online marketers to map out strategies in order to cover a wide range of consumers in the society by transforming the offline shoppers to online shoppers and optimizing sales of different e-purchases. Thus, making web based applications an interactive mode to connect e-tailers with e-consumers with utmost trust and transparency. This research paper involves collection and analysis of data through 100 respondents with the help of questionnaire method.
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Abdulmalik, Aqib, and Amron Amron. "APAKAH FOOD INFLUENCER MEMPENGARUHI MINAT CALON KONSUMEN UNTUK MENGUNJUNGI TEMPAT KULINER?" Value : Jurnal Manajemen dan Akuntansi 18, no. 1 (April 20, 2023): 76–87. http://dx.doi.org/10.32534/jv.v18i1.3821.
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Every marketer needs media to carry out campaigns about their products or services, one of which is a culinary business. The development of social media has led to content creators with content namely reviewing food or culinary places and known as food influencers, which are currently used by marketers or business owners to promote their culinary places with the aim that their culinary places are increasingly known and visited. This study aims to examine the effect of source credibility, content quality, and electronic word of mouth (e-WOM) on the image perceived by visitors and the effect of perceived image on visitors' interest in visiting culinary places. Purposive sampling approach was used in sampling. The self-administered method was used in the data collection process and using Google Form media in distributing online questionnaires, which in turn obtained a sample of 150 Instagram users who had seen food influencer content in the city of Semarang. The analysis used in this research is Structural Equation Modeling (SEM). The results of this study indicate that source credibility, content quality, and electronic word of mouth have a positive but not significant effect on perceived image and perceived image has a significant positive effect on visiting intentions.
Keywords: Credibility, quality, e-WOM, image, intention
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Bao, Xin Ren, and Di Na Shanygina. "The Impact of Microblog Marketing on Consumer Attitude and Behavior." Applied Mechanics and Materials 427-429 (September 2013): 2656–59. http://dx.doi.org/10.4028/www.scientific.net/amm.427-429.2656.
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Social media, especially microblogs, play more and more important role in our every-day lives. Using microblogs as a new e-commerce platform is an emerging trend, increasing number of enterprises use microblogs to achieve their goals of communicating and building relationship with existing and potential customers. But do marketers fully understand what customers are looking for on a corporate microblog? What are the reasons that generate peoples inclination to start and keep following brands microblog, and how does effective microblog marketing policy affect consumers attitude and behavior? In this article we take an attempt at answering these questions. Based on the previous research analysis and survey conducted for this study, this paper makes a conclusion about an impact of microblog marketing on consumers behavior and attitude, in order to help marketers understand and make the most out of the new tool they have.
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Chelvarayan, Anushia, Lim Fu Hao, Yeo Sook Fern, and Hazlaili Hashim. "Online Purchase Intention: A Study Among Gen X in Malaysia." International Journal of Entrepreneurship, Business and Creative Economy 2, no. 1 (January 31, 2022): 37–47. http://dx.doi.org/10.31098/ijebce.v2i1.735.
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In recent years, changes in the commercial sector, combined with the increasing popularity of the Internet, have made Malaysian businesses increasingly conscious of the relevance of E-business in establishing a competitive edge in the worldwide market. As a result, knowing the elements that drive online purchase intention could help marketers create more effective marketing techniques for specific categories. Trust, product and service quality, customer satisfaction, and delivery speed are the four characteristics that influence online purchase intention in this study. According to 203 Generation X respondents, three characteristics had a significant impact on online purchase intention. The only exception was the product and service quality. The data and information acquired in this study will aid researchers, online platform developers, financial institutions, marketers, and the government because we will be able to examine and understand the elements that encourage Gen X in Malaysia to purchase online.
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Veríssimo, Diogo. "Bilby da Páscoa como estratégia de contra-marketing para a conservação da biodiversidade." Revista de Gestão dos Países de Língua Portuguesa 16, no. 3 (September 19, 2017): 59. http://dx.doi.org/10.12660/rgplp.v16n3.2017.78376.
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<p>Os marketers sociais deparam-se, por vezes, com mensagens antagónicas promovidas por outros agentes sociais, sendo exemplo disto as indústrias do tabaco e do álcool. Estes esforços podem diminuir consideravelmente o impacto dos esforços de marketing social, obrigando os marketers sociais a desenvolver estratégias de contra-marketing para mitigar o impacto das mensagens desenvolvidas pela concorrência. Neste artigo, examina-se a criação da marca social Bilby da Páscoa, como um competidor para o popular «Coelhinho da Páscoa» na Austrália. O coelho é uma espécie invasora, neste país, tendo causado enormes danos à sua biodiversidade. Por isso, durante a década de 1980, surgiu a ideia de usar o bilby, um marsupial australiano endémico, como um novo símbolo da Páscoa. Neste artigo, é investigado o valor do Bilby da Páscoa enquanto marca, tanto para o cliente como em termos financeiros.</p>
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Srivastava, Gautam. "Antecedents of E-Marketing of Agriculture Products in This Digital Era." International Journal of Technology and Human Interaction 18, no. 7 (June 15, 2022): 1–17. http://dx.doi.org/10.4018/ijthi.306228.
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Agriculture is the backbone of the Indian economy. The majority of the citizens of this country are dependent upon the agricultural supply chain for the livelihood. This study shows the role of the workforce in this digital era for the e-marketing of agriculture products. E-marketing platforms (i.e., search engine optimization, affiliate marketing, social media marketing, and e-mail marketing) help digital marketers to track and analyze the dynamic and complex buying behavior of consumers. Structural equation modelling is used to test the framework for the e-marketing of agriculture products. The developed model can enhance the capability of workforce in this digital era for developing an effective e-marketing strategy for agriculture products.
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Tao, Zhou. "Unveiling the Potential of Social Media Marketing in Enhancing E-Marketplace Performance." Journal of Digitainability, Realism & Mastery (DREAM) 2, no. 05 (May 21, 2023): 53–57. http://dx.doi.org/10.56982/dream.v2i05.120.
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This paper provides a comprehensive exploration of the transformative role of social media marketing in the dynamics of e-marketplaces. It theorizes the multi-faceted potential of social media in elevating business performance by harnessing customer engagement, driving traffic, and fostering brand loyalty. Employing a synthesis of prior studies, industry reports, and real-world examples, the paper proposes a conceptual model linking social media strategies to key performance indicators in e-marketplaces. This model aims to guide businesses and marketers in strategizing and optimizing their social media efforts to catalyze sustainable growth and success in the rapidly evolving digital commerce landscape.
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Duhan, Punita, and Anurag Singh. "M Commerce: Experiencing the Phygital Retail." Global Journal of Enterprise Information System 9, no. 1 (May 5, 2017): 121. http://dx.doi.org/10.18311/gjeis/2017/15877.
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Emergence and evolution of information technologies paved way for the online transactions, termed as e-commerce. E-commerce was soon rechristened as wired e-commerce due to the rapid rise of mobile phone and other handheld devices facilitating access to internet while on the go and this led to the coining of the term m-commerce, the wireless avatar of e-commerce. Term Mobile commerce or simply m-commerce has been attributed to the collection of location based commercial services that are delivered by various internet enabled handheld devices such as mobile phones, tablets and palmtop devices. Though, essentially, both-e-commerce and m-commerce- are similar as the transactions are electronic in nature and are facilitated by internet but the element of mobility is one big differentiator between the two. Now, it has become difficult for the people to imagine e-commerce without the mobility dimension appended to it. In today’s online business environment, m-commerce is growing as next stage of e-commerce. Further, M-commerce has opened up new vistas for marketing the products, for targeting the customers at multiple points, for offering customized services using location based features and for enabling enhanced shopping and service experiences. It also offers opportunities for services that are more efficient and more user-friendly. The marketers may also offer new approaches, apps, and in-store solutions for enhanced customer engagement after researching the needs, roles and use contexts of the customers. Marketers have already started talking about mobile conversion funnel besides desktop conversion funnel. It is quite interesting to note that in mature markets, shape of the funnel is different and has higher purchase conversion rate.
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Sayyida, Sayyida, Sri Hartini, Sri Gunawan, and Syarief Nur Husin. "The Impact of the Covid-19 Pandemic on Retail Consumer Behavior." Aptisi Transactions on Management (ATM) 5, no. 1 (January 20, 2021): 79–88. http://dx.doi.org/10.33050/atm.v5i1.1497.
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The COVID-19 pandemic that occurred throughout 2020 has an impact on economic sector. Consumers tend to use online channels to reduce face-to-face contact with marketers or other consumers. On the other hand, the consumer's need to see, touch and feel a product directly is only available in physical stores. This study aims to analyze the impact of the COVID-19 pandemic on retail consumer behavior. This study uses quantitative methods with secondary data sources obtained from several countries including the United States, England, Germany, France, Canada and Latin America. The results show that the shopping trends during the COVID-19 pandemic are webrooming and pure online shopping. Retail sales data in these countries shows that retail sales in physical stores exceed 70% of total retail sales and retail e-commerce sales are less than 30% of total retail sales. This research is expected to be useful for marketers in improving retail marketing strategies during the COVID-19 pandemic
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Thakur, Preeti, and Anupriya Kaur. "Online Shopping Attitude of Indian Tier 2 Consumers." International Journal of Online Marketing 9, no. 2 (April 2019): 13–26. http://dx.doi.org/10.4018/ijom.2019040102.
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This study explores the antecedents to online shopping attitude formation that is typical to Indian tier 2 consumers. Qualitative research has been carried out and semi-structured depth interviews were conducted. The grounded theory approach has been used for analysis and a conceptual framework has been developed. Based on the overall analysis, the model depicted the causal antecedents and outcome of online shopping attitude. The findings from this study reveal that online shopping is not limited to a purely convenience-oriented patronage and is rather influenced by a much more holistic approach leading to the attitude formation in tier 2 consumers. The study identified 5 major antecedents to online shopping attitudes specific to Indian tier 2 cities. This study holds meaningful insights for internet marketers and e-commerce business strategist. In particular, for the marketers the study suggests that non-metro cities can no longer be overlooked as they have emerged as significant markets for the future.
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Wang, Sophia, Simon Wang, and Ming Wang. "Shopping Online or Not? Cognition and Personality Matters." Journal of Theoretical and Applied Electronic Commerce Research 1, no. 3 (December 1, 2006): 68–80. http://dx.doi.org/10.3390/jtaer1030023.
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E-commerce has brought both opportunities and challenges to Internet marketers. One challenge facing the marketers is to “convert” Internet users who are reluctant to buy things online to real online shoppers. To enlarge online customer base, it is necessary for researchers and practitioners to understand cognitive and psychological factors involved in a potential online buyer’s decision-making process. Drawing upon consumer innovativeness and technology acceptance research, we developed a conceptual model about how cognition and personality would affect an individual’s attitude toward online shopping and hence his or her purchasing intention. Our findings show that what an individual thinks and feels about online shopping do influence his or her purchasing intention. The individuals who were more risk-taking, open to new experience, and had higher level of self-efficacy appeared to be more prone to buying online. These findings call for further research on consumer psychology in the context of online shopping.
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Manzoor, Kiran, Tayyaba Arshad, and Nadeem Uz Zaman. "The Influence Of Electronic Service Quality Dimensions On Consumer E-Trust: An E-Commerce Perspective." Global Management Sciences Review VI, no. II (June 30, 2021): 17–27. http://dx.doi.org/10.31703/gmsr.2021(vi-ii).02.
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A research model has been developed to study the relationship between e-service quality domains and consumer e-trust. A survey method was used to gather data. The online consumers were the unit of analysis. For checking reliability and measurement model validity, we go through confirmatory factor analysis. The technique of structural equation modelling was also used. The result presented that e-trust has been affected by all the e-s-qual dimensions. Some recommendations for further studies are to use distinct methodologies, such as focus groups and interviews. Study the e-trust in online contexts from other perspectives too. Practical implications suggest that marketers should take emphasis on enhancing customer e-trust by providing good website service qualities. Better marketing strategies should be developed by online stores so as to address consumer e-trust. Likewise, the study result provides valuable information to marketing managers, especially dealing with online stores. This study provides interesting internet marketing knowledge to researchers as well.
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Mohammed, Zainab N., and Suhad M. Kadum. "A Study about E-Commerce Based on Customer Behaviors." Engineering and Technology Journal 39, no. 7 (July 25, 2021): 1060–68. http://dx.doi.org/10.30684/etj.v39i7.1631.
Full textAbstract:
E-commerce is one of the new virtual technologies that make life simpler for both traders, marketers, and customers. However, the main problem for the seller was how to know customer's intentions when they enter the website. This paper proposed to predict whether customers make a purchase or not from their previous behaviors. Therefore, this paper aims to predict the intentions of users that using online -shopping. the main aim of this study is to highlight customer behaviors to predict purchases and make a compression between the works that are related to the subject of this paper to conclude and suggest the best method to predict purchasing in e-commerce treading that depends on customer behaviors.