Marketing Acceptance Research Articles

Factors Influencing First-Year Students’ Acceptance of University-Managed Social Media Marketing

This study aims to investigate the impact of college social media marketing on first-year students. In higher education, social media marketing activities mainly focus on creating or building brand equity. This study uses TAM theory. The samples in this study were first-year students (freshmen) of a private university in Yogyakarta. There were 190 data collected and analyzed using PLS-SEM with SmartPLS 4. The results of this study reveal that motivation, ease of use have a positive and significant effect on the intention to follow social media. Intention to follow social media has a positive and significant effect on social media effectiveness and university social media acceptance. Meanwhile, usefulness was found to have a negative influence on the intention to follow university social media. In addition to expanding the study of social media marketing in higher education, this research also offers insights related to the application of social media as a marketing medium for higher education.

Joke or counterfeit? Balancing trademark parody and consumer safety in the edibles market

AbstractChildren mistakenly eating tetrahydrocannabinol‐laced gummies thinking they are Halloween candy. Adults overdosing on seemly innocent and fun‐looking “edibles.” These all‐too‐common occurrences are a serious problem in the growing market for cannabis‐related products. A significant part of the risk stems from the broad acceptance and expectation of parody marketing in the field, which has contributed to these dangerous misunderstandings. Importantly, recent changes to trademark law have limited the commercial use of parodies as marks, strengthening the hand of brand owners to police harmful impersonation while preserving legitimate speech. As a result of the more restrictive environment, trademark law and consumer safety rules are increasingly congruent and a greater array of stakeholders with significant financial resources now possess the power and incentive to reduce the danger. This article uses the above cannabis marketing conflict as a framing tool for exploring the limits of trademark parody in an important yet under‐examined context: when safety concerns clash and arguably supersede speech. The existing literature has typically considered parody in innocuous and often noncommercial applications. Such limited review underappreciates instances when trademark confusion or dilution through parody lead to serious health consequences, particularly for vulnerable audiences such as children. Additionally, to the extent that the literature does address cannabis and trademarks, it has generally focused on cannabis branding issues as opposed to infringing the rights of others. This article bridges the gaps. Moreover, it integrates a consideration of the impact of recent Supreme Court cases, Jack Daniel's Properties, Inc. v. VIP Products LLC and Vidal v. Elster, that reflect a tighter circumscription on speech protections for unauthorized use. It concludes with the observation that not all parodies are equal in terms of balancing speech and safety. And with evolving trademark law, there is increasingly an incentive for various stakeholders to collaborate to enhance consumer safety.

The role of digital marketing in enhancing the sustainability of rural retail businesses in Flagstaff, South Africa

Digital marketing has profoundly altered the marketing techniques utilised by merchants. Although a growing number of rural retail enterprises in South Africa are starting to implement these techniques, the comprehensive effect of digital marketing on their sustainability is still inadequately examined. This study seeks to investigate the impact of internet marketing on retail operations in the rural community of Flagstaff. A quantitative research methodology was utilised, distributing questionnaires to all 52 major merchants via a census technique, yielding 45 replies and an 87% response rate. The results demonstrate that merchants employ several digital marketing strategies, such as social media marketing, email marketing, and mobile marketing, to engage with customers and present sales propositions. This engagement is constrained by the minimal acceptance of digital marketing among consumers, restricted e-commerce utilisation, and inadequate digital literacy, preventing both sides from fully leveraging its advantages. The report advises businesses to persist in using digital marketing methods, including social media and email marketing, into their promotional efforts. This strategy will enable them to engage the niche population that prefers these platforms and maintain alignment with market trends, so assuring competitiveness. Furthermore, it is essential to assist rural areas in improving their digital marketing adoption to sustain retail enterprises and maintain relevance in the contemporary digital environment.

The Influence of Customers' Trust To Permission E-mail Marketing Acceptance And Purchase Intention of Online Paid Course

The world of education in Indonesia has developed along with technological advances and the use of the Internet, particularly during the pandemic, that make remote learning feasible. Alongside formal education, the demand for skill education has surged, creating an attractive market for online paid course players to penetrate, like MySkill. MySkill adopts various advertising strategies to promote its services, mainly email marketing. However, email marketing does not significantly influence customers' purchase intention of MySkill services. Therefore, this research intends to test the effect of customers' trust on permission email marketing and its subsequent influence on purchase intention. This research utilizes a quantitative approach by online survey and uses descriptive statistics and PLS-SEM to analyze the survey result. The results revealed that customers' trust significantly influences permission email marketing acceptance and purchase intention. Permission email marketing positively affects perceived usefulness and ease of use, increasing customer purchase intention. However, the relationship between perceived ease of use and purchase intention was not statistically significant. These findings are expected to give insight into developing better strategies for purchase intention in the educational technology industry or related industries.

Intention to buy halal food through the ShopeeFood application on Generation Z Muslims

Purpose This study aims to show the factors that influence the intention of Generation Z Muslims to buy halal food products through ShopeeFood. Design/methodology/approach This study used quantitative methods. The analytical technique used is partial least square-structural equation modeling with 230 respondents as a sample of Generation Z Muslims in West Java, Indonesia. This research was conducted in June 2022 by distributing questionnaires via Google Forms and social media. Findings The results showed that perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control, religiosity and intention to buy halal food through ShopeeFood in Generation Z Muslims in West Java were in the high category. However, subjective norms and perceived behavioral control are the only ones that positively and significantly affect purchase intention. Practical implications ShopeeFood is expected to be able to identify and take advantage of the high level of intention of Generation Z Muslims to buy halal food through ShopeeFood. ShopeeFood can socialize and increase consumer attention that ShopeeFood is different from other online food delivery services. ShopeeFood can require merchants to display transparency in the composition of food products. Originality/value To the best of the authors’ knowledge, this study is perhaps the first study in the context of Generation Z Muslims in West Java, Indonesia, that deals with the perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control and religiosity on the intention to buy halal food through ShopeeFood. The study’s findings are essential in Islamic marketing and technological acceptance (ShopeeFood Apps).

Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico

Purpose This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. Design/methodology/approach The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers. Findings The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions. Research limitations/implications The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones. Practical implications The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. Originality/value Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.

Examining the Antecedents to Permission Based Marketing and the Effect on Mobile Marketing Acceptance

Examining the Antecedents to Permission Based Marketing and the Effect on Mobile Marketing Acceptance

Strategies For Presenting And Marketing Islamic Branded Products To Non-Muslim Consumers

Buying behavior of consumers and decision-making process and criteria of Muslim and non-Muslim consumers are fundamental in spreading the brand of Islamic ethical marketing. Many factors including environment, globalization, purchasing power, consumer population, religious and ethical considerations are essential in increasing the worldwide acceptance of Islamic marketing to all races regardless of religious belief. Hence, the paper attempts to identify the appropriate strategies for presenting these Islamic brands and logos to non-Muslim consumers across the global- space. The paper shall provide insight into how Islamic distribution strategies are displayed to every consumer regardless of their faith or cultural practices. The paper likewise builds upon previous scholarly efforts and research outcomes focusing on management approaches and business strategies suitable for increasing the chances of accepting Islamic brands and logos in Muslim and non-Muslim countries. Previous studies helped in understanding the concepts, current business practices, managerial and theoretical perspectives of Islamic branding. The findings indicate that the usage of Islamic brands played a mediating role in strengthening Islamic branded products across non-Muslim countries. Islamic brand was found to create positive impressions about Islam for non-Muslim consumers. It was also discovered that Islamic brands uniquely secured consumers and customers for Islamic products more than non-Islamic products. The study recommends that Islamic marketing designers should build a monitoring logistic to track the level of Islamic product acceptance across the Muslim and non-Muslim world.

Assessment for acceptance of accounting, marketing and office technology management software applications for instructional delivery among business education lecturers in North-east Nigerian Universities

This study aimed at assessing the acceptance of accounting, marketing and office technology management software applications for instructional delivery among business education lecturers in universities in North-eastern region of Nigeria. The study adopted descriptive survey design. The study used the constructs of the theory of planned behaviour. The population of the study comprises of 50 business education lecturers in the three universities that offer business education programme which are; Abubakar Tafawa Balewa University Bauchi, Modibbo Adama University Yola and University of Maiduguri. The entire population was used for the study. The instrument for data collection was a structured questionnaire. The instrument was validated by two experts from the department of vocational education, Modibbo Adama university, Yola. The reliability test of the instrument was conducted to determine its internal consistency after a pilot study conducted outside the area of the study. A reliability coefficient of 0.78 was obtained. The researcher together with one research assistant administered the instrument to the respondents manually. A total of 50 questionnaires were administered but only 43 were retrieved. The data collected were analyzed using mean, standard deviation and regression statistics. The finding of the study among others revealed that business education lecturers have accepted to use accounting, marketing and OTM software applications for instructions. The study therefore recommended among others that there is need proper utilization of these software applications among the lecturers for effective instructional delivery.

Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery

PurposeVirtual try-on apps (VTOs) allow consumers to examine fashion and furniture items in usage context without going to a physical store. But the adoption of such apps has varied across product categories, and research on user acceptance of AR marketing has been fragmented. The current study aims to develop and test a general model that explains the formation of decision comfort (DC) in the majority of AR try-on experiences for mobile shopping.Design/methodology/approachAfter reviewing 30 VTOs available on the iOS app store, the authors chose the Wanna Kicks sneaker shopping VTO as the most representative to test their hypotheses for AR try-on in general. Overall, 178 online consumers performed a sneaker shopping task on their mobile devices, and their responses were analyzed with the partial least squares method.FindingsThe study confirmed the key role of perceived augmentation in leading to DC via a utilitarian and a hedonic path. These effects were attenuated for younger users, and haptic imagery only had a utilitarian impact. Scholars should pay more attention to the variable of age, while managers should act quickly to enhance the basic AR affordances of mobile try-on apps.Originality/valueThis is the first study of a VTO in the footwear category and with a model that tests age as a moderating variable between antecedents and consumer responses.

Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review

Purpose: This article investigates trends in studies on the impact of cultural factors on mobile marketing acceptance. To that end, the article provides a literature review of technology acceptance models and cultural models used in research on mobile marketing. Design/method/approach: This study used qualitative methods to assess the situation of studying cultural factors in the context of mobile marketing acceptance. Various bibliographic sources were consulted, mainly from publications specializing in mobile marketing and cultural theories. These queries were primarily performed through Scopus, one of the main databases of indexed publications related to this topic. Findings: In the field of mobile marketing, interest in the impact of cultural factors on consumer behavior has steadily increased over the past decade. Furthermore, the research showed the role and impact of each cultural dimension on mobile marketing acceptance. Cultural differences lead to differences in consumer behavior toward mobile marketing. Originality/Value: This overview provides a comprehensive discussion and appraisal of cultural theories, a review of technology acceptance theories, and an analysis of previous cross-cultural studies on technology adoption.

Mapping socio-physical legacies of Emirati villas: contingency and spatial continuity or rift

UAE urban housing and planning history discourses commonly assume a sharp division between the pre-oil (before the 1950s) and the post-oil (since the 1960s) eras. It is a misleading assumption that flattens historical legacies and exempts pre-oil tribal and maritime built landscape from having a bearing on the emergence of more recent ‘iconic’ villas for the Emiratis/UAE citizens. Besides, status quo urban narratives are further dismissive of non-iconic citizen centric modern housing prototypes of the late 1960s. In this context, our approach is to illustrate the intertwined evolution of contingent driven dwelling features, changes as well as continuities across the pre-oil and post-oil eras. By interconnecting history with user-led spatial changes in current Emirati houses, we argue that, while sustainability has become more of a catchphrase and the ‘iconic' villa façade—the marketing brand, the concept, acceptance, and spatial realization are indeed set by historical overlays of local and transnational experimentation, arbitration, and adaptation. Thus, the current design and policy led national housing prototypes would be corrective, regenerative and successful if assembled through an iterative design process that accommodates emerging sustainable frameworks as well as user-driven spatial interventions. This approach sustains the socio-physical legacies of the Emirati houses and their cultural legitimacy in the built-environment.

SOCIAL MEDIA INFLUENCERS AND ELECTRONIC WORD OF MOUTH: THE COMMUNICATION IMPACT ON RESTAURANT PATRONIZING

Innovative forms of digital communications using blogging, vlogging, etc. have led to wider recognition and acceptance of social media influencer marketing by business entities. The purpose of this study is to explore the characteristics of electronic Word of Mouth (eWOM) generated by food blogging, that has an impact on consumers when they seek out the reviews by social media influencers to make dining decisions. More precisely, the study identifies four independent variables; The expertise of Source (EX); Popularity of Source (PO); Convenience of Information (CO) and Familiarityof Source (FA); and examines its impact on consumers’ Intention to Purchase (IN). The study starts off with a discussion of the coming of digital marketing communication, allowing traditional word of mouth marketing to evolve into the electronic word of mouth. The study followed quantitative methodology and the data was gathered using self-administered questionnaires. 353 usable responses were received, and the data were statistically analyzed using SPSS. The results show that the consumers’ the intention was strongly impacted by the familiarity of source and convenience of information, while the correlation is low for the expertise of source and popularity of source. The findings fill in the lack of studies in this area, specific to the food and beverage industry in the geographical context, and provide marketers a clearer picture of what is being valued by the consumers when they seek out opinions by the social media influencers. This in turn helps their decision-making when choosing food bloggers as part of their social media marketing strategy.

Evaluation of selected physico-chemical, colour and textural characteristics of market Gulabjamun

Gulabjamun is one of the most popular traditional Indian dairy products. The various characteristics such as physico-chemical, colour and textural quality characteristics of six brands of Gulabjamun were investigated which plays important role in its marketing and consumer acceptance. The fat and unit-weight of market Gulabjamun were found statistically highly significantly different (p<0.01). The moisture content, percent absorbed sugar, GMD, sphericity of market Gulabjamun were found statistically highly significant (p<0.001). Apparent density was statistically significant (p≤0.05). The fat, moisture and percent absorbed sugar of market Gulabjamun were ranged between 6.47±0.37 to 12.32±1.19 %, 40.51±0.70 to 47.53±0.42 % d.b. and 12.24±0.25 to 37.65±0.52%, respectively. The geometrical mean diameter, apparent density and unit-weight varied between 3.09±0.01 to 3.60±0.06 cm, 1.40±0.05 to 1.84±0.32 g/cm 3 and 24.21±0.29 to 44.40±0.45 g, respectively. Colour characteristics i.e. L*, a*, b* and browning index (BI) market Gulabjamun were found statistically highly significant (p<0.001). The variation in the values of L* , a* , b* and brownness index was observed to be between 34.70±0.41 to 46.46±0.55, 3.92±0.28 to 6.50±0.39, -2.30±0.59 to 11.48±0.48, and 2.77±1.33 to 36.98±0.56, respectively. The hardness, cohesiveness, gumminess, chewiness and resilience were found statistically highly significant (p<0.001) whereas springiness was found statistically non-significant (p˃0.05). The hardness, springiness, gumminess, chewiness, cohesiveness and resilience ranged between 3.36±0.56 N to 10.71±1.66 N, 0.52±0.29 to 0.88±0.12, 0.86±0.13 N to 2.14±0.28 N, 0.44±0.24 N to 1.88±0.30 N, 0.18±0.01 to 0.25±0.01 and 0.24±0.01 to 0.35±0.02, respectively. It was observed that the size of market Gulabjamun (3.09±0.01 to 3.60±0.06 cm) may be taken as 3.0-3.6 cm for development of process equipments for Gulabjamun manufacturing.

Effect of motivation, opportunity and ability on human resources information security management considering the roles of Attitudinal, behavioral and organizational factors

English Abstract must be Times New The increasing penetration of mobile devices will lead to better use of it in youth business. Mobile marketing has received less attention in developing countries such as Iran. The purpose of this paper is to investigate the predictors of mobile marketing use by expanding the Unified Theory of Acceptance and Use of Technology (UTAUT2).The extended model has additional factors including perceived risk, trust, mobility, and personal innovativeness. Data were collected using online surveys and questionnaires from 350 students of K. N. Toosi University of Technology. To predict the use of mobile marketing, a novel partial Least Squares - Artificial Neural Networks (PLS-ANN) approach was used. The results show that personal innovativeness is the most effective factor in mobile marketing acceptance. Subsequently, the hedonic motivations, performance expectancy, mobility, social influence, trust, and facilitating conditions play a vital role. Furthermore, the results illustrate that price value, perceived risk, and effort expectancy were not effective.

Evaluating the emerging opportunities and challenges from green marketing practices among Indian manufacturing industries

AbstractThe purpose of this paper is to examine and compares perceptions, initiatives, and challenges perceived by manufacturing industries in India in respect of green marketing. The data were collected from a sample of 700 manufacturing industries employing a random sampling method. The present study results found that there is a high degree of acceptance of green marketing in the Indian industry, irrespective of the sector. The exploratory factor analysis extracted four factors that show green marketing practices: environmental concern, green promotional initiatives, green customer trust, and green marketing challenges. The findings suggested that all sample industries are concerned for the environment and believe that green marketing is significant for sustainable development. The study suggests that businesses should view protection of the environment as a market opportunity rather than solely as a means of complying with mounting environmental challenges and regulations. Green marketing should become the norm rather than the exception in a developing country like India. It can save the globe from environmental degradation and contribute to the long‐term growth of industries.

Mobile Marketing Adoption among Small and Micro Bumiputera Enterprises: a Managerial Perspective from Malaysia

Amid the current highly competitive business world, this study examined the determinant factors influencing the managerial intention to implement mobile marketing among small and micro Bumiputera enterprises in Malaysia. The study is based on the research model suggested by Okazaki and Taylor (2008). The influential variables are i) Brand Building Effect (ability to build brand image), ii) Location Based Marketing (the ability to use location-based marketing), iii) Privacy/Security Concerns (related to consumer acceptance of mobile marketing) and iv) Technological Conditions (the perceptions of the current technological infrastructure). The study also investigated the current adoption level of mobile marketing orientations among them. By analyzing data from 129 small and micro Bumiputera enterprises, it is found that location based marketing is the main factor directly influencing their managerial intention to adopt mobile marketing in Malaysia. This finding contradicts previous studies indicating that all the four factors are significantly related to managers’ intention to adopt mobile marketing based on data from multinationals in Europe, Japan and the USA. The current research sheds light on the usage of mobile marketing among small and micro Bumiputera enterprises in Malaysia, which makes contributions to the relevant literature in the context of Malaysia.

A Review of Customer Acceptance and Mobile Marketing

Purpose: This article aims to organize and classify research on consumer behavior in mobile marketing, namely customer acceptance. Methods/design: To facilitate the search and synthesis of studies, the first step in the approach is to build a classification model that will be used to synthesize articles and research proposals. In the second step, the author conducted a thorough review and analysis of the content of selected articles from 2014 to early 2019 and removed sections that were not related to consumer acceptance of mobile marketing. In the third step, after an accurate review, the relevant studies were identified. Seventy-eight publications were selected for detailed analysis. Results: Through classification and analysis, articles are divided into groups of topics: fields in mobile marketing, research models, research methods. The results provided a conceptual framework of mobile marketing materials that can assess the researcher’s level of attention for each sub-area. Research limitations: This study has certain limitations. The classified publications appeared only in a few journals found. Therefore, the synthesis may not cover all the research on consumer adaptation to mobile marketing. Extensive research is essential in the future. Originality/value: A results framework is analyzed and provided, summarizing the customer acceptance research process as regards mobile marketing. From there on, new research directions are established for the future.

The Antecedents Of Effective Mobile Marketing For Strengthening Consumers' Chances Of Mobile Marketing Acceptance.

This research investigates factors that may affect the level of acceptance of mobile marketing and determines if there is a relationship between these factors and level of acceptance of mobile marketing. It separately investigates the most influential factors affecting the level of acceptance. This research was to investigate as well if there were differences in the readiness of undergraduate students regarding acceptance and factors leading to acceptance in terms of gender, age, education and place. The research depends upon a sample of undergraduate students studying in universities. The researcher employed statistical techniques such as descriptive, correlation analysis, linear multiple regression, one-way ANOVA, and the post hoc test. The main findings from this research are that factors affecting acceptance were related to the level of acceptance of mobile marketing in the research field of reality. There is a significant difference between undergraduate students regarding factors affecting acceptance of mobile marketing; also there is a significant difference between undergraduate students regarding their readiness of acceptance in terms of some demographic characteristics.

A new way of Reaching consumers: the Role of Marketing Related Mobile Factors on the Consumers' Acceptance of Multichannel Mobile Marketing

This research investigates factors that may affect the level of acceptance of mobile marketing and determines if there is a relationship between these factors and the level of acceptance of mobile marketing. It separately investigates the most influential factors affecting the level of acceptance. This research was to investigate as well if there were differences in the readiness of undergraduate students regarding acceptance and factors leading to acceptance in terms of gender, age, education, and place. The research depends upon a sample of undergraduate students studying in universities. The researcher employed statistical techniques such as descriptive, correlation analysis, linear multiple regression, one-way Anova, and the post hoc test. The main findings from this research are that factors affecting acceptance were related to the level of acceptance of mobile marketing in the research field of reality. There is a significant difference between undergraduate students regarding factors affecting acceptance of mobile marketing; also there is a significant difference between undergraduate students regarding their readiness of acceptance in terms of some demographic characteristics.