Recently many banks around the world are adopting chatbots to communicate with their customers. However, the success of banking chatbots relay on customer adoption of this new technology. Although ...chatbots use in the banking sector is expanding globally, the Arabic world is still behind in using the technology, and chatbot applications in the Arab world are still immature. One reason behind this lag is the complexity of the Arabic language. This study comes to bridge the gap in the literature regarding what technology aspects affect customer adoption of bank chatbots in the Arabic world, and which type of Arabic language is the most effective in communicating with Arabic language speakers. UTAUT2 was used to figure what factors afect customer adoption. The data for this study was collected from two separate groups, with a total of 429 participants. Results showed that there is a significant difference between the model testing Arabic Fusha and Dialect Fusha. Results showed that Effort expectancy influences adoption only when dialect Arabic is used. Performance expectancy was also found to have no effect on the adoption of bank chatbot in both groups.
Without question, 2020 was an unprecedented period for all businesses and consumers in the world, especially for social commerce businesses. Growing online shopping during the pandemic has ...proliferated the appetite of social commerce websites. Drawing on the situational influences’ theory and social support theory, the purpose of this study was to investigate the impact of situational influences during the COVID-19 pandemic on online purchase intention across the big five personality traits. The data were collected via online survey. The sample consisted of 349 social commerce website users in the UK. The model was tested using Partial Least Squares-Structured Equation Modelling (PLS-SEM). The results showed the different cohorts of buying intention on social commerce websites. Social support does not impact online purchase intention, while other situational factors do. Moreover, the model varied across the big five personality traits. The study substantially contributes to social commerce by investigating the social support and situational influences across different types of personality traits on online purchase intention during the pandemic.
Customers engaging with brands on social media is critical to social media managers; however, there is still a lack of in-depth studies on the drivers of consumers’ engagement with luxury brands. ...Drawing on 25 semi-structured interviews with customers following luxury brands in social media, this study explores what motivates customers to engage with luxury brands on social media. This research develops a theoretical framework for the motivations of customers’ cognitive, emotional and behavioral engagement with luxury brands. The study identifies 13 motivations grouped into six macro-dimensions: perceived content relevancy (brand news, post quality, and celebrity endorsement), brand-customer relationship (brand love, and brand ethereality), hedonic (entertainment), aesthetic (design appeal), socio-psychological (actual self-congruency, status signaling, and enhance and maintain face), brand equity (perceived brand quality), and technology factors (ease of use and convenience). This study helps marketing managers of luxury brands to understand how they can improve engagement with their customers.
This research investigated and critically evaluated Jordanian university students' smartphone buying intentions. It critically reviewed relevant literature and conducted a focus group (Study 1), ...which empirically yielded a streamlined list of smartphone purchase criteria. Data for the primary study (Study 2) was obtained from university students (n = 427). The primary research hypotheses and significant factors were examined using structural equation modeling (SEM). Social impact (influence), product price, brand image, product features, perceived utility (usefulness), ease of use, and product support service were all found to influence the intention to acquire a smartphone, but at different strengths. Social impact (influence) had the least effect, whereas ease of use, product support service, and product price had the most significant effect. The current findings implied that rationality was likely to characterize Jordanian customers' smartphone purchases. These findings may enhance smartphone marketers’ efforts to improve their products and promotional activities. Technology-based product purchases showed a sensible trend among Jordanian university students as this was bolstered by paying less attention to “social influences” on such buying behavior. Clearly, Jordanian university students were using logical thinking when making technology-based product purchases. Furthermore, consumer culture and demographics' effects on technological product purchases should be studied in the future research.
Customer engagement is a key metric for gauging brands' social media success. Luxury fashion brands increasingly use social media to connect with customers. This paper tests a model of the ...antecedents and consequences of engagement with luxury fashion brands on social media. Developing a content aesthetic quality scale with a sample of 1166 buyers of luxury fashion brands, we identify two routes for how social media content can augment brand loyalty and foster brand love for luxury fashion brands. We reveal that the effectiveness of social media content in generating customer brand engagement depends on its ability to be entertaining. Specifically, our findings demonstrate that entertainment affects customer engagement and mediates the relationship between content marketing (specifically, content aesthetic quality and celebrity endorsement) and customer engagement with luxury fashion brands. Customer engagement fosters brand loyalty and brand love. Managerial implications for luxury brand managers and social media marketers are discussed.
This study aims to investigate the role of User-Generated Content (UGC) in customer engagement by identifying the factors that influence customer engagement on social commerce sites. Data (n=307) ...were collected through an online survey. The data analysis was done through factor analysis and multiple regression. The research model was developed using Ducoffe's model. The result of data analysis reveals that Informativeness, Credibility, Relevancy, and Irritation of the UGC influence people's perception of the value of the UGC, which will eventually lead to customer engagement intention. Entertainment was not able to contribute to the perceived value of UGC. The finding of this study will help marketers develop a strong brand by identifying the factors that encourage customers to participate in creating UGC. This study was the first study that used Ducoffe's model to examine the role of UGC on customer engagement.
Winning engaged consumers Bazi, Saleh; Hajli, Alireza; Hajli, Nick ...
Information technology & people (West Linn, Or.),
04/2020, Letnik:
33, Številka:
2
Journal Article
Recenzirano
Purpose
Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the ...miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation.
Design/methodology/approach
This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model.
Findings
The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention.
Originality/value
The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.
Purchase through mobile apps (m-commerce) is on the rise. While this phenomenon is affecting any consumers cohort, millennials represent the lion's share among m-commerce users. Businesses are anyway ...struggling to better obtain the attention of a younger consumers. Indeed, the more competitors start to use m-commerce, the more differentiating communication strategies get difficult. To continue to attract the consideration from younger consumers, marketers are therefore adopting gamification as a strategic marketing lever. Thus, gamified advertisings -which are advertising characterized by high interactivity and game-like features- are becoming a trending topic in marketing literature. Building on Use and Gratification Theory (UGT) and Theory of Planned Behavior (TPB), the research wishes to explore how consumers' experience deriving from Gamified Advertising (GAMEX) could contribute to the creation of consumers' benefits and their intention to purchase trough a mobile app. How gamification experience could correspondingly shape the attitude toward advertising has also been considered. To achieve the aim of the research, a structural model was tested trough data collected from 315 millennials living in the UK. Results show how a relationship between gamification induced experiences could foster in-app purchases. Anyway, such a connection is mediated by perceived consumer-benefits, their attitude toward advertising, and perceived advertising effectiveness. Gamified advertising thus can be effective if it could foster social, personal, hedonic and cognitive benefits, and whether gamification is perceived coherent with the advertised product/brand pair.
In this conceptual paper we explore the problem of how firms balance profit considerations against their contribution to society and the environmental. We theorize how firms build networks that ...support green transition, enabling them to reconfigure processes that match sustainability goals and maintain profitable. We explore how building networks for green transition supports firms' transition to more sustainable approaches that support the adoption of, and transition to, green strategies. We extend current theorization of how firms build multi-level B2B networks that support green transition that benefits society and the environment. We suggest three propositions that support the development of a multi-level, multi-value model for building green innovation networks. We identify four critical success factors - embedding technological diversity, developing knowledge sharing mechanisms, embracing open innovation strategies, overcoming resistance to change, − that support this process and help firms overcome value creation frictions and deliver multi-value benefits to society (people) and the environment (planet), whilst enabling firms to make a profit. Our conclusion outlines our contribution and highlights areas for future research.
•Explores how building green innovation networks enables B2B firms to transition to green innovation strategies•Identifies four critical success factors that support green transition, helping firms overcome value creation frictions and leverage value from their connections across multiple levels•Offers conceptual model for building green innovation networks enabling firms to balance profit considerations against societal and environmental contributions
PurposeThis study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage sector. The ...objective is to examine how social self-identities factors contribute to exchanging information on social commerce platforms for food and beverage products.Design/methodology/approachThis study employed partial least squares structural equation modeling (PLS-SEM) to test the measurement and structural model. A total of 238 food and beverage website and apps users were questioned using a structural survey.FindingsContrary to expectations, one self-inner driver does not influence consumers' intentions to exchange social commerce information, while up-to-date information, validation and like-minded discussion have a strong impact on the social commerce exchange model.Originality/valueThe findings of this research offer new insights into the brand's abilities to induce social commerce. The findings also assist marketing managers in better managing brand content on these websites.
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