Suchergebnisse

Social media and customer relationships have become ubiquitous, and every organization now depends on both to manage and meet their organizational targets. Most organizations are now finding it necessary to adopt Social Customer Relationship Management (SCRM) to improve their marketing strategies and facilitate customer expectation of continuity. In essence, there has been a public interest in using SCRM on eco‐friendly brands, and these have become inevitable for the new generation of sustainable marketing organizations. This study investigates the effectiveness of SCRM benefits and examines the relationships among customer commitment, customer trust, customer relationship satisfaction, customer relationship quality, and expectation of continuity. The results revealed that relationship benefits positively influence commitment, trust, satisfaction, and relationship quality; likewise, they influence customer expectation of continuity, except trust, which is not significant. The study provides recommendations for managers to maximize the advantages of the relationship to the expectation of continuity.

Purpose
Generation Z (Gen-Z), sometimes known as "digital natives", represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z's impulsive purchase behaviour.


Design/methodology/approach
This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address "why" and "how" questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram.


Findings
Building on Mehrabian and Russell's (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant.


Originality/value
This mixed-methods study enhances the theoretical understanding of Gen-Zers' impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.