nep-mkt 2021-12-13 papers

on Marketing

Issue of 2021‒12‒13
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

Emojis to conversion on social media: Insights into online consumer engagement and reactions By Dušan Mladenović; Kamil Koštiál; Nikolina Ljepava; Ondřej Částek; Yash Chawla
“Factors Influencing Consumer Purchase Intentions in buying Honda City in Karachi, Pakistan” By Khan, Shahzaib Sattar; Karim, Emadul

Emojis to conversion on social media: Insights into online consumer engagement and reactions

By:	Dušan Mladenović; Kamil Koštiál; Nikolina Ljepava; Ondřej Částek; Yash Chawla
Abstract:	Emojis have become extremely popular in online marketing. Marketers use emojis to humanize their voice and elicit an emotional response from their target audiences. However, little is known about how emojis are perceived and what kind of reactions they evoke in consumers. The aim of this study is to examine whether exposure to emojis leads to an increased purchase intention, and whether its use leads to higher revenue generation and campaign effectiveness. The results show that the use of emojis had a negative effect on purchase intention; however, it was positive when mediated by positive affect. Emojis increased the effectiveness of marketing campaigns for hedonic products and had a strong impact on the return on advertising spend. However, for utilitarian products, the effect was marginal. The findings have theoretical and practical implications, particularly for the type of products emojis are most effective in promoting, gender differences, and real-life consumer behavior.
Keywords:	Emojis; Online marketing; Social media; Campaign effectiveness; Revenue generation; Return on advertising; Return on investment; Hedonic product; Utilitarian product;
JEL:	D40 D81 D83 D87
Date:	2021–11–30
URL:	http://d.repec.org/n?u=RePEc:ahh:wpaper:worms2113&r=

“Factors Influencing Consumer Purchase Intentions in buying Honda City in Karachi, Pakistan”

By:	Khan, Shahzaib Sattar; Karim, Emadul
Abstract:	The essential objective of this research is to demonstrate such factors that have adverse effect on consumer purchase intentions in buying Honda City and to analyze the consumer perceptions in considering alternate brands or imported cars. This research emphasizes the impact of seven independent variables acquire mainly from the literature which include brand loyalty, fuel efficiency, aesthetics, after sales service, attitude and perception, social image, and pricing. The consumer’s purchase intention towards buying Honda City in Karachi, Pakistan is the dependent variable. The following study used the questionnaire-based survey and the respondent’s point of view evaluated on the 5 points Likert scale ranging from 1 - strongly disagree to 5 - strongly agree. The questionnaire designed on google forms and filled online due to the issues related to the pandemic of covid-19. As the concerned issue for this research is the difficulty to reach Honda City users in Karachi, Pakistan which are the target audience of this study. There are 162 respondents who filled out the questionnaire for the following research. However, in this research we have used convenience-based sampling technique for analyzation of the research due to the limitation of time and resources. The questionnaire is filled out by the respondents having different age group and gender although they possessed the similarity in the behavior by analyzing their feedback from different factors and data collected from respondents review that the factors discussed in this research influence consumer purchase intentions. The key recommendation for the research is for the brand to keep building innovative techniques and providing its customer competitive advantage to standout in the market and evidently establish superior brand equity in the market.
Keywords:	Brand Loyalty, Fuel Efficiency, Aesthetics, After Sales Service, Attitude and Perception, Social Image, Pricing, Consumer Purchase Intentions.
JEL:	D1 M31
Date:	2021–11–24
URL:	http://d.repec.org/n?u=RePEc:pra:mprapa:110807&r=

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