Implications For Marketers Research Articles

Analysis of Actual Fitness Supplement Consumption among Health and Fitness Enthusiasts.

With the rising popularity of fitness supplements, understanding the factors driving their consumption behaviors is crucial. This study investigated the actual consumption of fitness supplements utilizing the Theory of Planned Behavior (TPB), Health Belief Model (HBM), and the Theory of Effort Minimization in Physical Activity (TEMPA) frameworks. The TPB provided insights into how attitudes, subjective norms, and perceived behavioral control influence individuals' intentions to consume fitness supplements. Additionally, the HBM sheds light on perceived effectiveness, benefits, barriers, and health motivation related to supplement consumption. Integrating the TEMPA framework further investigated the role of effort minimization in physical activity contexts. Through an online questionnaire, data were collected from a sample of 250 fitness supplement-consuming respondents. SEM analysis revealed significant associations between behavioral intentions and attitudes, perceived behavioral control, health motivation, and controlled precursors. However, it was seen that subjective norms, perceived effectiveness, perceived benefits, and automatic precursors were deemed insignificant. The findings contribute to a comprehensive understanding of the factors shaping actual consumption behaviors, offering valuable implications for marketers, health professionals, and policymakers seeking to promote informed and responsible supplement use among health and fitness enthusiasts.

Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants

This study aims to examine the effects of consumer engagement (CE) through social media (SM) on brand extension (BE) attitudes, extended brand loyalty, and parent brand loyalty. This study identified luxury BE strategies, particularly from luxury fashion brands to luxury restaurants. From an online survey involving 205 Korean women, we found that cognitive processing, affection, and the activation of CE positively influence attitudes toward BE. Furthermore, extension attitude positively influences both extended brand loyalty (luxury restaurant) and parent brand loyalty (luxury fashion brand), while extended brand loyalty positively influences luxury parent-brand loyalty. These findings support the associative network model and offer practical implications for marketing and branding managers for developing effective extension strategies.

THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A CASE STUDY OF INSTAGRAM INFLUENCERS ON NIKE

In the era of digital marketing, social media influencers have emerged as powerful catalysts shaping consumer behaviour and brand perceptions. This study investigates the impact of Instagram influencers endorsed by Nike on consumer behaviour in India, focusing on brand perceptions, attitudes, purchase decisions, and brand loyalty. Through a mixed-methods approach combining quantitative surveys, qualitative interviews, and content analysis, data was collected from 150 participants representing diverse demographic segments. Key findings reveal that exposure to Instagram influencers positively influences consumer perceptions of Nike, leading to improvements in brand familiarity, image, trust, purchase intent, loyalty, and perceived quality. Participants exposed to influencers demonstrated higher purchase intentions and were more likely to consider and purchase Nike products compared to unexposed participants. Additionally, Nike's influencer marketing strategies significantly contributed to fostering brand loyalty, with influencer engagement, brand authenticity, customer satisfaction, and loyalty programs emerging as key predictors. Content analysis of influencer posts revealed predominant themes such as product features, lifestyle imagery, user testimonials, and promotional offers, highlighting the diverse strategies employed by influencers to engage their audience and promote Nike products. Sentiment analysis of participant comments indicated predominantly positive sentiment towards influencer content, underscoring its effectiveness in eliciting favorable reactions from consumers. This study contributes to the literature by advancing theoretical understanding, providing methodological insights, and offering practical implications for marketers. Recommendations for future research include exploring cross-cultural variations, conducting longitudinal studies, employing experimental designs, and addressing ethical considerations in influencer marketing practices. By embracing these recommendations, researchers can further enrich our understanding of influencer marketing dynamics and its implications for brands and consumers in the digital age. Keywords: Social media influencers, Instagram, Nike, consumer behavior, brand perceptions, purchase decisions, brand loyalty, influencer marketing.

Analyzing the Effects of Inflation on Consumer Purchasing Behavior in Emerging Markets

This article explores how inflation affects consumer purchasing behavior in emerging markets. Through a combination of qualitative and quantitative research methods, the study examines changes in spending habits, preferences for goods, and brand loyalty during periods of high inflation. The findings highlight the adaptive strategies consumers employ to manage their purchasing decisions and the implications for marketers in these economies.

Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design

Subsistence marketplaces generate over US$4 trillion annual spend and host fifty million B2B subsistence micro-enterprises, globally. These enterprises are increasingly adopting technology-driven service innovations, including app-based mobile financial services, to boost retail supply value chain efficiency. However, fostering users' continued engagement post-adoption in these markets remains challenging. Addressing this issue, in Study 1, we gather insights into theories-in-use held by app-based service providers, subsistence micro-suppliers, and -retailers. This led to a conceptual model grounded on the stimuli-organism-response (S-O-R) framework and SD logic. In Study 2 we empirically test this model through a field study with a dyadic sample of 253 micro-suppliers and micro-retailers. The findings reveal that relationship-building marketing strategies increase engagement, while transaction-focused strategies hinder it. App functionality (vs. aesthetics), likewise, represents a key customer engagement driver. Increased app-based services engagement positively impacts on non-coercive power and relationship satisfaction. These findings offer actionable implications for policymakers and marketers, emphasizing technology's role in fostering financial and digital inclusivity and efficiency in traditionally underserved B2B subsistence marketplaces.

전시회의 서비스품질 차원이 감정과 행동의도에 미치는 영향

Purpose - This study aims to analyze the impact of exhibition service quality (interaction, physical environment, outcomes) on the customer emotions and future behavioral intentions of participating companies in order to derive marketing implications. While previous research primarily focused on the perspective of exhibition attendees, this study emphasizes the importance of qualitative growth in MICE (Meetings, Incentives, Conferences, Exhibitions) services through a differentiated marketing strategy targeting participating companies. Specifically, it highlights the significance of the interaction with employees and the quality of outcomes obtained through exhibition participation in shaping customer emotions. Design/Methodology/Approach - This survey was collected from 281 participating companies in this study, and analysis was conducted based on the final 253 participating companies, excluding 28 participating companies that responded insincerely or did not respond. After coding the collected data, a structural equation model was analyzed using SPSS 27 and AMOS 22 programs. Findings - The results manifested in specific participation outcomes were found to influence consumer perceptual evaluations. Notably, by comparing the impact of regret, disappointment, and positive satisfaction on negative consumer behavior, attention is drawn to service quality factors influencing customer emotions. Research Implications - Through this, the study seeks to identify the key service quality elements and outcomes of customer emotions, prompting a discussion on the necessity of managing direct expressions of dissatisfaction, complaints, and negative word-of-mouth resulting from negative behavioral intentions.

DO KEY OPINION LEADERS (KOL) MATTER IN DIGITALLY MARKETED BEAUTY PRODUCTS? THE IMPACT OF KOL ON TIKTOK

<p>In the era of digital marketing, the role of Key Opinion Leaders (KOL) has become critical to attract new customers. However, previous studies reveal inconsistent results. This study aims to investigate the influence of Key Opinion Leaders (KOL) on purchasing interest in cosmetics products. The study employs a descriptive quantitative method, using a survey questionnaire distributed to 200 respondents. The respondents have TikTok accounts and follow Key Opinion Leaders in the beauty sector on TikTok. The research employs a quantitative study with a survey questionnaire. Data was analyzed using SmartPLS 4 software. The study reveals interesting results. First, there is a positive influence of KOL Expertise on followers' buying interest. However, KOL Attractiveness and Trustworthiness do not have a positive influence on followers' buying interest. The research findings provide strategic implications for marketers and business owners who plan to optimize their digital marketing strategies by employing Key Opinion Leaders.</p>

ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUNCERS ON CONSUMER BEHAVIOUR.

This study investigates the influence of social media influencers (SMIs) on choice imitation among their followers, with a focus on the mediating role of customer loyalty and the moderating effects of demographic factors. Utilizing data collected from 483 respondents via the MTurk platform, regression analysis was conducted to analyze the relationship between SMIs and choice imitation, considering the influence of customer loyalty and demographic variables. The findings reveal a significant and positive relationship between SMIs and choice imitation, indicating that SMIs' behaviors and recommendations have a substantial impact on the purchasing decisions of their audience. Furthermore, customer loyalty emerged as a key mediator in this relationship, suggesting that stronger loyalty to SMIs leads to increased choice imitation among followers. Moreover, the study identifies the importance of considering demographic factors such as gender, education level, and income as moderators of the relationship between SMIs and choice imitation. These factors influence the extent to which individuals are influenced by SMIs' content and personality traits. Overall, the study contributes to our understanding of influencer marketing dynamics on social media platforms and underscores the significance of building customer loyalty and strategically selecting SMIs based on their characteristics. These insights have implications for marketers seeking to leverage influencer marketing effectively to reach and engage with their target audience.

Editors' introduction: Undoing devolution by the back door? The implications of the United Kingdom Internal Market Act 2020

Editors' introduction to the Special Issue

The economic-based earnings persistence of earnings momentum and its market implications

PurposePrior research on meeting or beating earnings thresholds documents that firms with earnings momentum are awarded with valuation premiums. However, it is unclear from this strand of literature why this is the case. Therefore, this study aims to investigate the effects of time-varying earnings persistence on earnings momentum and their pricing effects.Design/methodology/approachThis study exploits a firm that reports earnings momentum as research setting to examine whether earnings persistence is significantly higher for firms with consecutive earnings increases. In addition, it investigates a relation between earnings momentum and fundamentals-driven earnings persistence and estimates return associations of earnings momentum conditional on economic-based persistence of earnings.FindingsThe empirical evidence suggests that firms with earnings momentum reflect higher time-varying earnings persistence. It further reveals that longer duration of earnings momentum is associated with higher fundamentals-driven earnings persistence. More importantly, valuation premiums are exclusively assigned to earnings momentum determined by strong firm fundamentals, not momentum itself.Originality/valueThis study provides new empirical evidence that valuation premiums accrued to firms with earnings momentum are conditional on time-varying earnings persistence. The research implications are relevant to investors, regulators and auditors, as the results bring conclusions that earnings momentum reflects successful business models not poor accounting quality. This leads to a more complete view of earnings momentum and helps allocate resources when evaluating earnings-momentum firms.

The Impact of Data Elements on Enterprises’ Capital Market Performance: Insights from Stock Liquidity in China and Implications for Global Markets

Amidst a backdrop of global economic challenges and shifting market dynamics, this study highlights the transformative role of data elements in enhancing enterprise performance within capital markets, particularly focusing on China’s leading position in the digital economy as a model with implications for global markets. This study utilized a panel data set consisting of 10,493 observations from 2687 listed enterprises in Shanghai and Shenzhen A-shares from 2015 to 2023. An econometric analysis was conducted using a two-way fixed effects model to explore the impact of enterprise data elements on capital market performance in the digital economy and its underlying mechanisms. The research reveals that the digitization of enterprise production factors can significantly enhance performance in the capital market. The study further suggests that enterprise innovation and enterprise value play a crucial role in mediating this effect. This paper introduces a new concept called “data elements”, which expands the definition and assessment methods of enterprise data capabilities. It goes beyond just digital transformation at the application level and includes data governance at the basic ability level. This approach provides a more accurate and comprehensive understanding of the different elements of data. Moreover, the research expands the research scope of microeconomic entities’ economic benefits, thereby extending the value contributed by enterprise data elements to their performance in the capital market. Additionally, this study reveals the relationship between enterprise data elementization and capital market performance through intermediary analysis of enterprise innovation performance and enterprise value, which unveils the “black box” and clarifies the transmission pathway. The findings of this research hold considerable theoretical value and have far-reaching practical implications for government policies concerning data elements and the development of high-quality enterprises, suggesting pathways for global markets to leverage data for enhanced enterprise performance and economic resilience. The results are particularly useful for policymakers, enterprise managers, and scholars in understanding and implementing data-driven strategies in capital markets.

Consumer ethnocentrism, cosmopolitanism, product judgment, and foreign product purchase intention: An empirical study in Vietnam

This study aims to determine the relationship between consumer ethnocentrism, consumer cosmopolitanism, imported product judgment, and foreign product purchase intention in Vietnam. This paper tries to present its results empirically, which might be helpful in preparing a strategy for Vietnamese customers’ international purchasing behavior to increase competition at retail companies in Vietnam. It uses a questionnaire with a purposive random sampling of 311 customers in Vietnam. Analysis was conducted through a quantitative descriptive analysis, measurement of variable dimensions on the questionnaire using a seven-point Likert scale, and partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. This study found that imported product judgment, consumer cosmopolitanism, social influence, and perceived behavioral control positively influence foreign product purchase intention, whereas customer ethnocentrism has a negative impact on that intention. The association between consumer cosmopolitanism and foreign product purchase intention is mediated by imported product evaluation and consumer ethnocentrism. At the same time, national identity does not affect consumer ethnocentrism and foreign product purchase intentions. Besides, this study offers some managerial implications for marketers in decisions linked to Vietnamese customers’ international purchasing behavior to increase competition in the domestic market. AcknowledgmentThe authors express a sincere gratitude to all the participants who generously took part in this research study.

Demographic determinants of wildlife attraction selection among international return tourists in Tanzania: implications for strategic marketing

Demographic determinants of wildlife attraction selection among international return tourists in Tanzania: implications for strategic marketing

What’s mine is mine, what’s yours is yours: Contamination concerns enhance psychological ownership

Psychological ownership refers to the subjective feeling that something is mine. Although previous consumer research focuses on how different ways of engaging with a target can influence feelings of psychological ownership toward it, this research investigates the impact of a novel individual and situational factor––contamination concerns. Across four studies, we show that when consumers have dispositionally or situationally heightened contamination concerns, establishing who owns what is more important, which subsequently enhances their feelings and inferences of psychological ownership. This effect holds for different targets (brands, movies, café tables, and bands), but it does not emerge when the target is insufficiently attractive to elicit psychological ownership. Finally, this effect impacts a variety of downstream behaviors with direct implications for marketers. Theoretical implications are discussed.

Customers’ intention to use virtual reality in tourism: a comprehensive analysis of influencing factors

Purpose The emergence of virtual reality (VR) has the potential to revolutionize various industries, including tourism, as it delivers a simulated environment that closely emulates real-life experiences. Therefore, this study aims to explore how the factors, i.e. enjoyment, emotional involvement, flow state, perceived privacy risk, physical risk and cost, influence the customers’ intention to use VR for tourism. Design/methodology/approach This study integrates the technology acceptance model, hedonic consumption theory with other factors, including cognitive response, authenticity, perceived privacy risk, perceived physical risk, perceived cost and perceived presence. Partial least squares structural equation modelling approach was used to test the proposed research model. Findings The finding based on the sample of 252 respondents revealed that authenticity is the most influential factor impacting behavior intention followed by perceived cost, attitude, cognitive response and enjoyment. Also, the study supported the moderating impact of personal innovativeness between attitude and behavioral intention to use VR for tourism. Practical implications The findings of the study offers practical implications for service providers, site managers, destination marketers, tourist organizations and policymaker to develop more effective strategies for offering VR services for tourism. Originality/value This study enriches the current understanding of VR adoption in context of tourism with empirical evidences.

Sharing versus donating: The role of message framing in consumers' private information disclosure for societal benefits

AbstractAcross three studies, this research elucidates how message frames—sharing versus donating—can affect consumers' private information disclosure for societal benefits through perceived sacrifice. This effect is moderated by perceived importance of the cause. First, we demonstrate that the sharing (donating) frame can generate more (less) private information disclosure for societal benefits. Second, we examine the mechanism by which the sharing (donating) frame leads to less (more) perceived sacrifice and then more (less) information disclosure. Third, we introduce the perceived importance of the cause and find that for people who perceive the importance of the cause is high, the donating (sharing) frame leads to less (more) perceived sacrifice and stronger (weaker) intention for private information disclosure. This research has implications for marketers, consumers, and society as a whole.

Green Marketing and Consumer Behavior: An Analytical Literature Review and Marketing Implications

The article’s purpose has been to conduct a comprehensive and critical review of the empirical literature on green marketing and consumer behavior to determine emerging issues and trends. It begins with an outline of the relevant theoretical framework that underpins green marketing and consumer behavior. Next, the paper presents a rigorous analysis of the current scientific literature. This is followed by an assessment of emerging trends and issues derived from the literature review. Lastly, the article draws relevant marketing implications and outlines appropriate recommendations for managerial decision-making.

The mediating effects of perceived brand integrity on brand ethical behavior and corporate brand legitimacy in halal cosmetics

PurposeThis study aims to examine the impact of brand ethical behavior, specifically perceived brand ethicality, on corporate brand legitimacy in the context of halal cosmetics, by considering perceived brand integrity as a mediating factor.Design/methodology/approachThe study used a quantitative cross-sectional research design to gather data from 341 fast-moving consumer goods (FMCG) in Tanzania. The data was analyzed by using AMOS 21, using structural equation modeling techniques.FindingsThe findings indicated that perceived brand ethicality has a significant influence on corporate brand legitimacy through the mediation of perceived brand integrity.Practical implicationsThe study emphasizes the significance of incorporating and clarifying Islamic laws as integral components of marketing strategies aimed at attracting conscientious customers of halal products. It recommends defining Islamic laws as societal values and norms and integrating them into various brand practices to showcase professionalism, ultimately fostering social acceptance and approval. The study presents valuable practical implications for managers and marketers of FMCG, assisting them in formulating policies and strategies that reflect societal values and norms.Originality/valueThis study represents a novel endeavor that explores the interplay between perceived brand ethicality, corporate brand legitimacy and perceived brand integrity in the context of halal products. It extends theoretical understanding by shedding light on the significance of Islamic laws as a foundation for establishing a competitive advantage. By offering and designing ethical practices, businesses can enhance their legitimacy among halal consumers, particularly in the domain of halal cosmetics.

Metaverse gaming: analyzing the impact of self-expression, achievement, social interaction, violence, and difficulty

ABSTRACT In the burgeoning landscape of metaverse gaming, understanding player behaviour and preferences is crucial for both academic and practical applications. This study delves into the dynamic realm of metaverse gaming, exploring the influence of various factors on user satisfaction and continuance intention. The primary purpose was to examine the roles of self-expression, challenge and achievement, social interaction, violence catharsis, and game difficulty in shaping player experiences in the metaverse. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) as the analytical method, the study analysed responses from 171 metaverse game users. The findings revealed intriguing patterns: while self-expression significantly impacts continuance intention, it does not affect immediate satisfaction. Challenge and achievement enhance satisfaction but not continuance intention, emphasizing the complex relationship between these constructs. Social interaction emerged as a critical factor positively influencing both satisfaction and continuance intention. Contrary to popular belief, violence catharsis did not significantly affect either satisfaction or continuance intention. Additionally, increased game difficulty was found to negatively impact both satisfaction and continuance intention. Satisfaction was shown to drive continuance intention. These insights bear significant implications for game developers and marketers, highlighting the need for nuanced game design strategies that emphasize social interaction and balanced challenges.

Accessible tourism: tourists with physical disability - segmentation based on perceived travel barriers

Purpose This study aims to explore the heterogeneity of the tourist market for people with a physical disability (PwPD) based on travel barriers, to serve them better, from a tourism marketing perspective. Design/methodology/approach A market segmentation analysis was conducted on a sample of 480 PwPD in Sichuan Province, China, based on their perceived travel barriers. Data were obtained through three on-site and four online surveys. A four-step factor-item mixed segmentation, including factor analysis, cluster analysis, discriminant analysis and chi-square tests, was applied to examine the differences among PwPD tourist market segments in terms of various demographic characteristics, disability conditions (e.g. duration of disabilities and causes of impairment) and travel features (e.g. travel frequency and tourist destinations). Findings This study revealed that the PwPD tourist market is heterogeneous due to individual perceived travel barriers. Three market segments were identified, namely, the Explorer Moderates group, the Explorer Minimals group and the Explorer Intensives group. Additionally, the three market segments were found to have significant differences in terms of travel barriers, demographic characteristics, travel features and disability conditions. Practical implications This research provides suggestions for authorities and private entities to optimize the layout of accessible facilities in public areas for the benefit of all. It also offers crucial implications for tourism marketers to determine the key facets of marketing, for travel organizers to evolve the organization of travel groups for PwPD, and for practitioners to provide personalized tourism services. Originality/value To the best of the authors’ knowledge, this study is the first to apply perceived travel barriers as a market segmentation criterion in understanding PwPD as a heterogeneous travel market. The findings of this study initially expand the scope of application of the travel barrier model and deepen understanding of the Chinese PwPD tourist market from a marketing perspective. The study results elucidated the heterogeneity and characteristics of this market through a four-step factor-item mixed segmentation approach, offering new insights into the behaviors and experiences of travelers with disabilities.