Game on! How gamified loyalty programs boost customer engagement value
In: International journal of information management, Band 61, S. 102308
ISSN: 0268-4012
7 Ergebnisse
Sortierung:
In: International journal of information management, Band 61, S. 102308
ISSN: 0268-4012
In: Journal of creative communications
ISSN: 0973-2594
Culture has been considered the primary motivator affecting consumers' decisions for years. Despite the importance of consumer culture, the systematic review of literature studying consumer culture is less and remains highly fragmented. This study uses a topic modelling approach to explore the role of culture in marketing literature to propose a way forward for future researchers interested in this domain. The study helps to synthesise cultural impact in marketing with a specific focus on dominant research topics and key themes, presenting clarity to the extant knowledge base. This study offers two potential contributions to the research community. First, this study demonstrates the application of structured topic modelling as a text analytics method that helps to report the evolution and thematic structure of this rapidly expanding domain. Second, the scientometric analysis in this study maps the conceptual structure of research with interconnected research themes hidden in this domain.
In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 28, Heft 4, S. 300-309
In: Journal of consumer behaviour, Band 23, Heft 2, S. 514-529
ISSN: 1479-1838
AbstractThe burgeoning growth of a sharing economy model in the form of a rental business has created a keen interest in understanding various underlying factors that go on to impact consumer behavior. This article aims to understand the antecedents of "rental consumption," and also examines the concepts of consumer familiarity and minimalism, perceived reputation, ascription responsibility, and perceived consumer effectiveness with the moderating role of consumer skepticism. We empirically tested our proposed framework and examined the mediating role of consumer minimalism vis‐à‐vis its impact on rental consumption behavior. We analyzed data (N = 365) with structural equation modeling AMOS 25 and Process Macro. The findings presumably would enhance the literature on the "sharing economy" by integrating the VBN theory, consumer minimalism, and rental consumption intention. We conclude with theoretical contributions and forward‐looking research directions that emphasize the shift in consumer behavior with minimalistic value, and its implications for organizations operating in a sharing economy.
In: International review on public and non-profit marketing, Band 14, Heft 1, S. 1-18
ISSN: 1865-1992
In: International journal of information management, Band 69, S. 102599
ISSN: 0268-4012
In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 31, Heft 3, S. 199-210
ISSN: 1839-3349
With the rising challenges related to social, economic, and climatic factors, the focus toward adoption of sustainable products is rising. Increasing focus on sustainable products, has influenced the consumer shopping behavior toward greener products. The consumers' participation showntoward sustainable products is what defines their behavior toward its purchase. Understanding of sustainable consumption in emerging markets is still unexplored which calls for further research. A structured questionnaire was used to collect data from the millennials who belong to the working population of India and have awareness regarding sustainable products and its impact on the environment. The results show that there is a direct relationship between environment self-identity (ESI) and the intention to purchase a sustainable product (PI). Psychological ownership (PO) also plays a role of a partial mediator for the relationship between SI and PI. Environment Concern (EC) and social influence (Soc) are critical factors; their relationship also matters to comprehend the results concretely