- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Vol.22 No.12
Abstract
Purpose: This study aims to explore the effect of an influencer's follower count on the attitudes and purchase intentions of Moroccan consumers on the Instagram platform, which has become one of the most utilized platforms in electronic trade and distribution science. Research Design and Methodology: To achieve this objective, we adopted a qualitative methodology that allows for a deeper understanding of our research problem through the perceptions and experiences of key stakeholders in this context. We conducted a comparative analysis of the views held by influencers and consumers through semi-structured interviews. Results: Our findings reveal significant divergences in the perceived effect of follower count on attitudes and purchase intentions. While some participants affirm a positive effect, viewing the influencer's follower count as a reflection of their popularity and credibility, others reference the theory of cultural conformism typical of collectivist societies like Morocco, suggesting that follower count influences behavior due to social pressures. Additionally, several respondents emphasize the importance of engagement rates, particularly highlighting the profiles of micro-influencers and the quality of the content published. Conclusions : This study contributes to a deeper understanding of influencer marketing within a Moroccan context, offering valuable insights into how follower count and engagement interact to shape consumer perceptions and behaviors.
Abstract
Purpose: This study explores the factors affecting integrated marketing communication and examines the relationship and impact of market orientation, innovative marketing strategies, and integrated marketing communication via digital media (IMC Digital) on the brand equity of e-commerce businesses in Bangkok. Research Method: The research method is survey research. The data was collected by a questionnaire from 134 online retail business executives in Bangkok. Then, the data were analyzed by t-test, ANOVA, and MRA. Results: The findings are as follows. (1) Innovative Marketing Strategies and Digital Marketing Communications have a relationship and impact on the Brand Equity of E-Commerce Businesses at the statistical level of .05. (2) Market Orientation has no relationship and impact with the Brand Equity of E-Commerce Businesses (3) Marketing-oriented factors, customer focus, competitor focus, and inter-agency cooperation, are at the highest level. (4) Innovative marketing strategies comprise product and packaging design innovations, introducing new pricing strategies, and new retail concepts. The new promotion concepts are at the highest level. (5) Integrated marketing communications via digital media (IMC Digital) with controllable communication is at the highest level so is uncontrollable communication. (6) Brand Equity with brand awareness and brand image are at the highest level.
Abstract
Purpose: This study examines the complex relationships between corporate social responsibility (CSR), customer loyalty, and corporate abilities in retail distribution, considering generational differences between Millennials and Generation Z. Research design, data and methodology: Employing a multi-method approach combining PLS-SEM and fsQCA, we analyze data from 388 retail customers in Vietnam across Millennial and Generation Z cohorts. The study utilizes established scales to measure CSR initiatives, customer loyalty, customer satisfaction, and corporate abilities across multiple distribution channels. Results: The findings reveal that CSR positively influences customer satisfaction and loyalty, with an unexpected negative moderating effect of corporate abilities. The fsQCA analysis uncovers distinct configurations leading to high loyalty, including a unique path for Millennials where CSR compensates for lower corporate abilities. Multi-group analysis confirms significant generational differences in CSR perception and loyalty formation. Conclusions: This research contributes to CSR theory by providing a nuanced, configurational perspective on CSR effectiveness in retail distribution and highlighting generational variations in CSR perceptions. The findings offer significant implications for retail strategy, emphasizing the need for tailored CSR approaches that consider the complex interplay between social responsibility, corporate competencies, and generational characteristics in fostering customer loyalty across distribution channels.
Abstract
Objective: In Indonesia's dynamic FMCG industry, establishing brand loyalty is crucial. This study examines the impact of marketing strategies such as digital advertising, sales promotions, and effective distribution logistics on brand loyalty through customer satisfaction, focusing on the Wafer Tango brand. Methodology: Using a quantitative survey methodology, research finds that marketing strategies and distribution logistics influence customer satisfaction, with perceived quality having the most substantial effect. Customer satisfaction acts as a mediator, linking these strategies to brand loyalty. Findings: Prioritizing customer satisfaction is essential for fostering brand loyalty in Indonesia's FMCG market. Effective digital advertising, appealing sales promotions, and efficient distribution enhance customer satisfaction and brand loyalty. Maintaining high perceived quality is critical for brand success. Conclusion: The implications of this research are significant for FMCG companies in Indonesia, as it highlights the importance of customer satisfaction as a mediator in the relationship between marketing strategies and brand loyalty. Sales promotions significantly drive brand loyalty, while perceived quality influences it indirectly through customer satisfaction. Surprisingly, digital advertising lacks a statistically significant direct effect on brand loyalty or customer satisfaction. The study underscores the importance of effective distribution strategies to ensure marketing efforts reach the intended audience.
Abstract
Purpose: This study explores the factors influencing user satisfaction and loyalty in drone rental services, focusing on service convenience, quality, and distribution logistics. It examines differences in rental service experiences between individual and commercial users. Research Design, Data, and Methodology: A service evaluation model is constructed, integrating three key variables: service convenience (SC), service quality (SQ), and distribution logistics (DL). Data were collected through 608 valid questionnaires from drone rental platforms in China, divided into individual and commercial user groups. Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed to analyze relationships among the variables. Results Service convenience, quality, and effective distribution logistics all positively influence user satisfaction, which enhances customer loyalty, measured by repurchase intention (RI) and word-of-mouth (WOM). Commercial users prioritize service quality and distribution efficiency, while individual users focus on convenience. Multi-group analysis reveals significant differences in the impact of these variables between user types. Conclusion The study emphasizes the importance of tailoring drone rental services to meet the distinct needs of individual and commercial users. Optimizing service quality, convenience, and logistics can significantly boost user satisfaction and loyalty, offering valuable insights for business strategy in the drone rental industry.
Abstract
Purpose: This study aims to (1) conduct a comprehensive investigation into the relationships among pre-purchase motivation (i.e., perceived scarcity), ongoing purchase behavior (i.e., unplanned buying), and post-purchase outcomes (i.e., regret), and (2) examine the moderating effects of product involvement on the relationships between perceived scarcity and post-purchase regret, as well as unplanned buying and post-purchase regret in the e-tailing environment. Research design, data and methodology: Data were collected through an online survey administered to 300 respondents aged 20 or older residing in Korea. The data were analyzed using PROCESS Model 1 and Model 4 to test five hypotheses. Results: The findings confirmed all five proposed hypotheses as significant, highlighting significant roles of perceived scarcity and unplanned buying in generating post-purchase regret. Product involvement was found to moderate the relationships between perceived scarcity and post-purchase regret, and between unplanned buying and post-purchase regret. Conclusions: This study provides critical insights into the interactive dynamics of perceived scarcity, unplanned buying, and post-purchase regret in the retail context, with a specific focus on live streaming commerce. These findings have significant implications for e-tailers, enabling them to devise effective retail management and optimize marketing campaigns in this emerging retail format.
Abstract
Purpose: Purpose: This study examines the optimization of healthcare service distribution through digital channel adoption by integrating anticipatory governance perspectives with distribution channel frameworks, emphasizing the role of digital service delivery networks. Research design, data and methodology: The research employs a mixed-methods approach incorporating qualitative expert interviews and quantitative survey data from 295 users across diverse distribution regions of Vietnam. The conceptual framework analyzes the relationships between distribution service quality, security protocols, perceived distribution benefits, and future perception through Partial Least Squares Structural Equation Modeling, focusing on channel efficiency and service accessibility. Results: The findings reveal that service quality and security measures in digital channels significantly influence attitudes toward distribution systems, while traditional usability factors show minimal impact. The study introduces future perception as a novel construct in distribution science, demonstrating its significant effect on adoption intentions. Multi-group analysis reveals notable variations in distribution effectiveness across geographical regions and demographic segments, with distinct patterns between urban and rural areas. Conclusions: The research advances distribution theory by demonstrating how anticipatory elements and demographic variations influence digital service delivery optimization. These insights provide strategic implications for developing efficient, segment-specific digital distribution networks in healthcare service delivery.
Abstract
Purpose: The increasing competition in the fitness industry has driven the need for clubs to better understand how to engage and retain members. This study examines the application of Achievement Goal Theory in the context of customer engagement and value co-creation within fitness clubs. The research aims to explore the psychological factors driving members' motivation, engagement, and retention, along with the role of value co-creation in enhancing customer experiences. Research design, data and methodology: A quantitative research design was adopted, with data collected from 364 fitness club members in Vietnam through structured surveys. The analysis employed structural equation modeling to assess the relationships between mastery goals, performance-approach goals, fitness club mastery goals, customer engagement, and value co-creation. Results: the research reveals that mastery and performance-approach goals significantly enhance customer engagement, which, in turn, positively influences value co-creation through co-production and value-in-use. Conclusions: These findings suggest that fitness clubs can improve member retention and satisfaction by fostering environments that support diverse motivational orientations and encourage active customer participation in service development. The study provides valuable insights for fitness managers to optimize engagement strategies and improve service distribution.
Abstract
Purpose: This literature review investigates the interplay between Environmental Management Accounting (EMA), distribution innovation, and logistics optimization in supply chain management, examining their combined impact on environmental and financial performance. Specifically, this study aims to explore the integration of EMA practices into financial performance analysis, focusing on distribution innovation, logistics optimization, and supply chain sustainability. Research design, data and methodology: A comprehensive literature review approach was employed, analyzing existing research from diverse sources, including peer-reviewed journals, books, and academic libraries. This methodology identified key themes, challenges, and best practices in EMA, distribution innovation, logistics management, and supply chain sustainability. Results: The study revealed significant improvements in organizations adopting EMA practices, enhanced by distribution innovation and logistics optimization. Key findings include enhanced environmental sustainability performance, improved financial performance, better alignment of environmental and financial goals, increased transparency and reporting, and improved supply chain sustainability. Conclusion: Integrating EMA practices into financial performance analysis, focusing on distribution innovation and logistics optimization, is crucial for achieving balanced environmental and financial goals. A strategic approach prioritizing accurate measurement, strategic alignment, and transparent reporting is essential for logistics operations. By adopting EMA practices, organizations can enhance sustainability performance, financial performance, and supply chain resilience.
Abstract
Purpose: This study examines the impact of digitalization on M&A investment activities, focusing on distribution processes and the moderating role of top management team (TMT) overconfidence. Based on Transaction Cost Economics (TCE) and Upper Echelons Theory, we analyze how digital technologies influence M&A decisions and how managerial cognitive biases affect this relationship. Research Design, Methodology, and Approach: We argue that digitalization enhances distribution efficiency by improving supply chain communication, streamlining operations, integrating advanced analytics, reducing transaction costs, and enabling better information processing. This can lead to improved M&A investments. Using a sample of U.S. manufacturing firms from 1994 to 2015, partial least squares structural equation modeling (PLS-SEM) was employed. Results: The findings show that digitalization positively affects M&A investments and distribution efficiency. However, overconfident TMTs weaken this positive effect. Conclusions: Our study highlights the importance of considering distribution and managerial traits in M&A decisions during the digital era. We acknowledge the limitation of not directly measuring distribution advantages due to a focus on manufacturing firms and suggest future research in settings where distribution effects are clearer.
Abstract
Purpose: This study investigates the impact of e-learning service quality—specifically content, system, and service quality—on e-learning satisfaction. It further explores the mediating effects of perceived consistency and personalization in the relationship between e-service quality and learning satisfaction, as well as the moderating effects of online learning self-efficacy. Research design, data and methodology: A research model was developed based on previous studies, incorporating hypotheses about the relationships among e-learning service quality (content, system, and service), perceived consistency, perceived personalization, online learning self-efficacy, and e-learning satisfaction. Data were collected through surveys administered to e-learning users. Statistical analyses, including regression and mediation/moderation tests, were performed to validate the hypotheses. The collected data were analyzed using Smart PLS and SPSS Macro version 3.5 to test the research model. Conclusion: The results revealed that e-service quality (content quality and service quality) significantly influences learning satisfaction. The mediating effects of perceived consistency and perceived personalization were partially significant. Furthermore, online learning self-efficacy was found to significantly moderate the relationship between content quality and learning satisfaction, emphasizing its critical role in enhancing user engagement and satisfaction