• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.399-409
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• 2022

The purpose of this study is to examine the role of virtual community participation and engagement in the brand decision by building community and brand trust. In this study, two theories (Social Capital Theory and Theory of Collective Action) were tested. Both theories were linked based on existing literature, and empirical evidence was obtained through testing hypotheses. Students from five prestigious Pakistani business schools provided a total of 849 replies. The measurement model and structural model were both analyzed using the partial least square (PLS) method. The findings show that virtual community engagement and participation have a positive and significant impact on virtual community trust. Although virtual community engagement has a positive effect on brand trust, we found no evidence of a link between virtual community participation and brand trust. Later, these trusts positively influence brand choice. This study has several managerial implications. The suggested model of this study helps managers to get customers' insight, choose the right target market, and set integrated marketing communication strategies besides social media marketing strategies. The study represents a new perspective of consumer behavior that helps to understand how a customer behaves in virtual communities to trust and take the final decision to purchase.

• Asia pacific journal of information systems
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• v.30 no.3
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• pp.513-531
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• 2020

Online Word-of-Mouth communication, or eWOM, has dramatically changed the way people network, interact, and share knowledge. Studies have examined why consumers choose to share knowledge online, especially online product reviews, as well as the motivations of individuals to share product ideas online. However, the role of gender in shaping the motivation and types of knowledge shared online has been given little consideration. Using concepts from Social Exchange Theory and the Theory of Reasoned Action, we address this research gap by developing and testing a model of gender's influence on knowledge sharing in a social media context. A PLS analysis of survey data from 257 students indicates that reputation, altruism, and subjective norms are key motivators for knowledge sharing intention in social media. More importantly, that gender plays a moderating role within the motivation-knowledge sharing relationship. We also find that subjective norms have a greater impact on knowledge sharing with women than with men. Collectively, our research results highlight individualized factors for improving customer participation in external facing social media for marketing and product innovation.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.2
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• pp.567-582
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• 2014

The purpose of this study is to qualitatively identify the typologies and characteristics of the big data marketing strategy in major companies that are taking advantage of the big data business in Korea. Big data means piles accumulated from converging platforms such as computing infrastructures, smart devices, social networking and new media, and big data is also an analytic technique itself. Numerous enterprises have grown conscious that big data can be a most significant resource or capability since the issue of big data recently surfaced abruptly in Korea. Companies will be obliged to design their own implementing plans for big data marketing and to customize their own analytic skills in the new era of big data, which will fundamentally transform how businesses operate and how they engage with customers, suppliers, partners and employees. This research employed a Q-study, which is a methodology, model, and theory used in 'subjectivity' research to interpret professional panels' perceptions or opinions through in-depth interviews. This method includes a series of q-sorting analysis processes, proposing 40 stimuli statements (q-sample) compressed out of about 60 (q-population) and explaining the big data marketing model derived from in-depth interviews with 20 marketing managers who belong to major companies(q-sorters). As a result, this study makes fundamental contributions to proposing new findings and insights for small and medium-size enterprises (SMEs) and policy makers that need guidelines or direction for future big data business.

• Asia Marketing Journal
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• v.15 no.2
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• pp.99-116
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• 2013

This study examines whether product promotions are influenced by the market standing of promoted products, using social comparison theory (upward versus downward comparisons). It is hypothesized that people in possession of a product that is inferior to the one on promotion express less discomfort about the promotion and use the information more than do people in possession of a superior product. People in possession of an inferior product may also exhibit more positive attitudes toward the product on promotion, but may show poorer attitudes toward their own possessed product than do people with a superior product. This is because people in an inferior socioeconomic position show a strong motivation to improve themselves through upward social comparison, whereas people in a superior socioeconomic position maintain a strong sense of superiority in downward social comparison, which suggests strong endowment effects. The findings mainly support the hypotheses, and suggest that sales promotions are more effective for people who currently own an inferior product, but not for people with a superior product, who have a strong motivation to maintain their sense of superiority. The findings also imply that, in order to attract consumers in the superior market, managers for inferior products need to turn to methods other than sales promotions, which may include introducing a new brand or sub-brand, or emphasizing luxury and modern features. In contrast, managers for superior products may emphasize product functions and attributes of superior products in their promotions, as people with inferior products may consider such information as benefits of the superior products.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.18-31
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• 2016

This study examined the consumption of licensed sports fashion products by sports fans in order to provide useful information to apparel companies that are interested in sports sponsorship marketing. Grounded theory approach was adopted to explore consumers' attitude toward the sponsoring companies, and motives of buying licensed fashion products. In-depth interviews were conducted with female fans of professional baseball clubs. The main phenomena of interest was consumer purchase of licensed fashion product, with the emphasis on cultural consumption as a causal condition. Providing support for victory, vicarious consumption, social identification, and needs to differentiate were identified as strategies related to licensed product purchase. Economic situations and limitations to purchase are identified as the mediating conditions. The study identified the effects of the consumption on the fan as well as the sponsoring companies as consequences of the phenomena. Sports marketing strategies were suggested for apparel companies based on the analysis of the consumption rituals for licensed fashion goods.

• Asia Marketing Journal
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• v.13 no.3
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• pp.79-102
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• 2011

Researchers in channel dyads have devoted much attention to relationship between interdependence (i.e. interdependence enymmetry and total interdependence) and conflict that promote channel performance. In social science, in spite of the inconsistent results in marketing practice, there are two contradictory theories explain the relationship between interdependence and conflict - bilateral deterrence theory and conflict spiral theory. The authors apply these theories to co-marketing alliance situation in terms that this relationship is also incorporated both company's dependence, either from one company's perspective or each partner about its respective dependence. Using survey data and archival data from 181 companies enlisted in a telecommunication membership program, the authors find out the relationship between interdependence and conflict as well as investigate the antecedents of interdependence - transaction age, transaction frequency, the numbers of alliance partner, and co-marketing alliance specific assets according to previous researches. Using PLS analysis, the authors demonstrate that, with increasing total interdependence in a telecommunication membership program, two co-marketing partners' conflict level is increased in accord with the author's conflict spiral theory predictions. As expected, higher interdependence asymmetry has negative value to level of conflict even though this result is not statistically significant. Other findings can be summarized as follows. In the perspective of telecommunication company, transaction age, transaction frequency, and co-marketing alliance specific assets have influence on its dependence on a partner as independent variables. To the contrary, in a partner's perspective, transaction frequency, co-marketing alliance specific assets and the numbers of alliance partner have significantly impact on its dependence on a telecommunication company. In direct effect analysis, it is shown that transaction age, frequency and co-marketing alliance specific assets have direct influence on conflict. This results suggest that it is more useful for a telecommunication company to select a co-marketing partner which is frequently used by customers and earned high rates of mileage. In addition, the results show that dependence of a telecommunication company on a co-marketing partner is more significantly effected to co-marketing alliance conflict than partner's one. It provide an effective conflict management strategy to a telecommunication company for controling customer's usage rate or having the co-marketing partner deposit high level of alliance specific investment (i.e. mileage). To a co-marketing partner of telecommunication company, it is required control the percentage of co-marketing sales in total sales revenue or seek various co-marketing partners in order for co-marketing conflict management. The research implications, limitation and future research of these results are discussed.

• The Journal of Industrial Distribution & Business
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• v.9 no.1
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• pp.51-65
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• 2018

Purpose - This paper aims to identify factors that influence the users' word-of-mouth intention (WOMI) regarding mobile apps, focussing on the impacts of technology acceptance model (TAM) and social network theory. Research design, data and methodology - Based on TAM, this study integrates social network theory into the research model. The 317 sets of data collected in a survey were tested against the model using SmartPLS. Results - Our findings suggest the following: 1) Personal innovativeness positively influences perceived usefulness (PU), perceived ease of use (PEU) and perceived enjoyment (PE); 2) PEU affects PU and PE; 3) Both PU and Satisfaction are directly correlated with WOMI. Although PEU and PE has no direct impact on WOMI, they may indirectly affect WOMI via Satisfaction, as PU, PEU and PE all positively influence satisfaction; 4) Network density and network centrality both play a mediating role in the relation between PEU and WOMI. Referral Reward Program have a positive moderating effect on the relation between PU and WOMI. Conclusions - The findings of this study illustrate the traits of Apps that can promote users' WOMI, as well as the characteristics of people who are more likely to participate in the word-of-mouth process. The findings provide a theoretical basis for app developers to make word-of-mouth a marketing strategy.

• The Journal of Information Systems
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• v.18 no.3
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• pp.47-70
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• 2009

Social network is one of the representative analytical method of the complexity theory and this research analyzed various and unique strategic alliance model of e-business domain using social network technique. A lot of small and medium firms of e-business field had developed many useful type of strategic alliances for the firms tried to maximize the effect of advertisement, marketing and to make up for their weak points and to compete with huge company with capital strength long before. But it is too rare to analyze the structure of the firm networks and to study the evolution and extension of business model considered the role of each company in the network. Social network analysis helps each firm's network easily visualized and completely modelized. Additionally, this paper cries to analyze the relationship between the role of hub and broke in the firm networks for strategic alliance, and financial performance. We demonstrate the firm with finer business model to the business environment can make higher financial performance. This implies that the firm that can create new finer business model, will lead the network of e-business firms and evolve the industry of e-business.

• Journal of Distribution Research
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• v.4 no.1
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• pp.123-140
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• 1999

For more than a decade, trust and commitment have received much attention in marketing channels literature. This study investigates the effects of these two core relational dimensions on the performance of EDI-supported marketing channels. A survey of the 92 suppliers of large department stores in Korea indicates that commitment to EDI increases significantly the organizational and economic performance of EDI-supported marketing channels. Trust was found to increase EDI performance indirectly by enhancing commitment to EDI. Based on the Social Information Processing(SIP) theory the present study also explored the effects of time on trust and commitment to EDI and their impacts on EDI performance. Analyses supported the hypothesized time effects that trust and commitment to EDI develop positively as EDI moves from initial stage to application stage. However, the impacts of these two dimensions on EDI performance did not change significantly over time.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.1-16
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• 2006

Many financial service organizations use various types of penalties (e.g., late payment fee, overdraft fee), often inflicting customer complaints and, in extreme cases, attrition. This study examines how customers evaluate penalties using concepts from attribution theory and literatures of social justice and customer satisfaction/dissatisfaction. The study hypothesizes that both cognitive (i.e., attribution, perceived fairness, disconfirmation) and affective (i.e., emotion) responses influence customer's penalty judgment and tests the effect of moderation between attribution and perceived fairness on penalty judgment. The study uses a cross sectional survey design and collects data using the critical incident technique. The results show that attributions have significant moderating effects on the relationship between perceived fairness and dissatisfaction with the penalty and that perceived fairness, emotion, and attribution have a significant influence on penalty evaluation. The study provides discussion of the findings and managerial implications.