nep-mkt New Economics Papers
on Marketing
Issue of 2022‒04‒25
five papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Investigating The Effect of Brand’s Social Media Pages On Developing Economy Consumers Purchase Intention By Ali, Syed Raza; Ali, Syed Hassan; Yasir, Muhammad; Khan, Muhammed Hamza
  2. The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy By Zia, Syeda Hamna; Muneer, Naima; Siddiqui, Amna; Huda, Rozmeen
  3. How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers By Ghori, Muhammad Ashhad; Imran, Syed Monis; Pervaiz, Javeria; Aiman, Umm e Aiman
  4. Consumer Behavior in the Process of Buying Fashion Products: a Study of Generational Differences in Terms of Shopping Channel Preferences By Richard Fedorko
  5. Trademarks and Territorial Marketing: Retrospective and Prospective Analyses of the trademark Prodotti di Qualità By Santeramo, Fabio Gaetano; Manno, Roberto; Tappi, Marco; Lamonaca, Emilia

  1. By: Ali, Syed Raza; Ali, Syed Hassan; Yasir, Muhammad; Khan, Muhammed Hamza
    Abstract: With the passage of time people come to know that, investigating the brand social media, the brand familiarity and information quality on the future purchase intention is very impactful. In spite of appreciation of brand familiarity and information, quality prominence in brand communities, dynamics and consequences remains limited. To explore this subject of consumer purchase intention we found that information quality and brand familiarity effect the future purchase. To explore our hypotheses, we directed a survey with about 200 university students with the target population of Karachi Pakistan using Facebook with considerable experience with a particular brand. In this research, the statistical technique we use is the structural equation Modeling SEM. This technique helps to determine the structural relation found between latent constructs and measured variables. Furthermore, the findings show that there is a big impact of Brand familiarity and Information quality on Attitude towards brand social media pages and Future purchase intention.
    Keywords: Brand familiarity, Information quality, Attitude towards brand social media pages, purchase intention, developing economy
    JEL: M10 M31 M37 M38
    Date: 2022
  2. By: Zia, Syeda Hamna; Muneer, Naima; Siddiqui, Amna; Huda, Rozmeen
    Abstract: Every day every traditional business is shifting online, following the Digital marketing trend to grow their business. The primary aim of the research is to investigate those factors that will help the business grow in the online market in a developing nations. For this purpose, SOR Model is used. In this research, two dependent variables are brand experience and customer-based brand equity and independent variables are Informativeness, Trendiness, Personalization, and Word of mouth. In this research, quantitative method is used to investigate concepts to find relationships. Between variables and forecast results. The correlation research approach is used in this research. A survey was conducted with internet users via questionnaire (n=205). For data analysis, SPSS and smart PLS-SEM is used in this research. According to the findings of the study, Informativeness, Personalization, Consumer Based- equity and Word of mouth impacts significantly on Brand Experience, while Trendiness impacts insignificantly on Brand Experience. We recommend taking quizzes during or at the end of the session would be very helpful.
    Keywords: Word of mouth, trendiness, brand experience, online shopping, social media activities; developing country.
    JEL: I2 M1 M3
    Date: 2022
  3. By: Ghori, Muhammad Ashhad; Imran, Syed Monis; Pervaiz, Javeria; Aiman, Umm e Aiman
    Abstract: In recent years, usage of the internet in a developing economy like Pakistan rose exponentially which also enable users to use social media and eventually buy and order anything online. The trend of marketing changed all over the country as renowned brands and businesses started to shift their respective platforms. Some faced difficulties in that while others reached new heights of accomplishments. The online market is quite different from the conventional physical market and retailer’s sales generally depend upon the buyer’s mood, attitude, and behaviors which comprises trust, purchase intent, and motivational factors. Retailers must be aware of the ongoing trends and know-how and when to post what. For the purpose of the study, the data was collected from 265 respondents and Partial Least Structural Equation Modelling (PLS-SEM) was used for the analysis. The results showed that motivational factors i.e. Social, Empowerment, and Remuneration have a significant relationship with Trust and Online Purchasing Intent. From the results, several implications can be derived for marketers, policymakers, and online retailer.
    Keywords: Social Media, Trust, Empowerment Motivation, Online Purchase Intent, Social Motivation, Developing Economy
    JEL: A14 M1 M3 M31
    Date: 2022
  4. By: Richard Fedorko (Faculty of Management and Business, University of Presov, Konstantinova 16, 080 01 Presov, Slovakia Author-2-Name: Radovan Bacik Author-2-Workplace-Name: Faculty of Management and Business, University of Presov, Konstantinova 16, 080 01 Presov, Slovakia Author-3-Name: Maria Olearova Author-3-Workplace-Name: Faculty of Management and Business, University of Presov, Konstantinova 16, 080 01 Presov, Slovakia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)
    Abstract: "Objective - The main objective of the present study was to investigate, using a sample of 486 Slovak consumers, whether there are differences between Generations X, Y, and Z in how often they use single-channel and cross-channel shopping during the process of buying fashion products. Methodology/Technique - As it turned out, consumers of all generations, regardless of differences, have adopted the innovative online way of shopping due to the development of new technologies, and they seem to be very willing to combine it with the traditional one during the shopping process. Applying the Kruskal Wallis test and boxplots showed that significant differences were measured between Generation X and Y, between Generation X and Z, but not between Generation Y and Z. Findings - Therefore, the results of the analysis suggest that the oldest generation of consumers (Generation X), achieves the lowest frequency in terms of the purchase journey in the mode of searching and at the same time buying fashion products via the internet. The research with its findings contributes to the current literature on the general understanding of consumer behavior from the perspective of single-channel and cross-channel shopping. Novelty - Understanding which shopping channels are preferred by consumers leads to improved consumer trust, increased consumer loyalty, and also increased conversion rate, thus creating more significant sales opportunities for retailers. In light of the ever-changing market environment and the development of new technologies, the results can also be beneficial for retailers, as it is essential to monitor the purchase journey and consumer behaviour continuously. Type of Paper - Empirical"
    Keywords: Consumer Behavior; Shopping Channel; Cross-Channel; Showrooming; Webrooming
    JEL: M30 M31 M37
    Date: 2022–03–31
  5. By: Santeramo, Fabio Gaetano; Manno, Roberto; Tappi, Marco; Lamonaca, Emilia
    Abstract: Trademarks are useful territorial marketing policies contributing to the economic growth of a certain region. However, the complexity of these strategies from a marketing and legal perspective requires a deeper understanding of the functioning of trademarks. We investigate these dynamics for the trademark “Prodotti di Qualità” (PQ), a territorial marketing initiative of Apulia Region (Italy) aiming at enhancing agri-food products with regulated high-quality standards, raising awareness among consumers and promoting marketing and sales of such products. We adopt a multidisciplinary approach to conduct a prospective analysis of marketing issues and a perspective analysis on legal issues. We conclude that, in face of some benefits for users in terms of reduced asymmetric information between consumers and producers, a stronger communication and promotion campaign would increase consumers’ awareness and producers’ confidence, also contributing to avoid the overlap of the PQ trademarks with other legal forms of labelling, such as geographical indications and certification trademarks. Policy interventions in this direction would be beneficial for the future development of the Apulian territorial marketing.
    Keywords: Brand, Geographical Indication, Intellectual Property, Public Policy, Quality Scheme, Region
    JEL: K11 M38 Q13 R58
    Date: 2022

This nep-mkt issue is ©2022 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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