Mobile Social Media as a Strategic Capability: Expanding Opportunties Social Media Has to Offer to B2B Firms

Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices is becoming the locomotive that drives forward evolution of online world. So far, limited number of academic studies touched upon the MSM subject with all the papers being of conceptual nature. No empirical evidence is available to prove whether and how firms utilise MSM for their best advantage. This paper addresses this gap by employing the grounded theory approach (GT) to analyse interviews conducted in twenty-six B2B firms. This study found that eighteen firms use mobile technology primarily as a platform to access social media sites, understand canons of MSM consumption and utilise MSM as a strategic capability to reinforce the strategic position of a firm. Our data illustrates that the MSM strategic capability includes four main activities: (1) market sensing; (2) managing relationships; (3) branding and (4) developing content. These activities can results in the decreased research and development spendings without sacrificing innovativeness because MSM is a valuable source of information about the market and a source of ideas for new products/services. In practical terms firms can examine MSM activities and decide whether there is an opportunity to utilise MSM advantageously

Investigating the Product Impulsive Buying in Tourism Mobile Commerce

The purpose of this study is to investigate what motivates buyers to purchase tourism products through mobile-commerce applications, and how these motives have an impact on consumers’ impulse buying behavior. For this study, we conducted a mixedmethods approach that combines qualitative and quantitative research methods. First, we interviewed via the qualitative research methods to study motivation for mobilecommerce application use. Then, we extracted the motivation factors and examined how these factors affect impulse purchase intentions for tourism products through mobile-commerce applications. To do this, a questionnaire survey was conducted. Based on the results of the questionnaire, we conducted a hypothesis test of the research model set up through the previous research study. In addition, fuzzy-set qualitative comparative analysis (fsQCA) provided in-depth analysis of factors that may influence impulse buying. As a result of the study, it was found that the characteristics of mobile devices had a positive effect on perceived value. The perceived value, transaction characteristics, and impulsiveness of the individual had a positive influence on urge to buy impulsively

Gamers' Reasons for Purchasing Gaming Virtual Products: A Systematic Review

With the development of the gaming industry, the trend of gaming virtual goods consumption is gradually growing, and online gaming goods consumption has become a hot topic. Players spend a lot of money purchasing virtual items. Why do people buy these items? Therefore, we conduct a systematic literature review to investigate the reasons for purchasing virtual goods in games. We use the “The Preferred Reporting Items for Systematic reviews and Meta-Analyses” (PRISMA) statement to guide the data collection, analysis and reporting project for the systematic review. This article obtained 37 papers from the Web of Science (WOS) and Scopus databases. The article covers research during the period 2013-2023. We review the independent and dependent variables, research methods, theoretical background, and findings involved in the relevant literature. The study finds that the "enjoyment", "social attributes" and "functional value" of gaming products often play a key role in consumer purchases at certain times and among certain user groups. It is the hope of this paper that these findings will increase gaming companies' understanding of what drives players to purchase virtual items. Game designers can grasp the needs of game users and better convert ideas into payment points so that game companies can get higher profits

What Factors Influence Customers’ Purchase Intentions in Travel-Related Social Commerce?

Social commerce significantly impacts the tourism and hospitality industry. Nonetheless, further empirical research investigating the factors that impact the purchase intentions of those who engage with travel-related social commerce. Combining the Uses and Gratification Theory (UGT) and TAM, the present study will investigate the relationships between purchases intentions and the following factors: perceived usefulness, perceived ease-of-use, entertainment, interaction and information seeking. During the research, four different models will be compared. The Ridge Model will be used to explain the effects of the aforementioned factors. The findings indicate that customers’ social commerce purchase intentions are positively impacted by all five factors

The effect of corporate social responsibility on customer loyalty in mobile telephone companies

Purpose: The present study aims at developing and empirically testing a research model that presents the influence of Corporate Social Responsibility on corporate image, customer satisfaction and customer loyalty, demonstrating the direct and indirect effects among these structures. Design/Methodology/Approach: The examination of the proposed research model was carried out using a structured questionnaire completed by 358 mobile users in the city of Kavala. The validity and the reliability of the questionnaire were examined, while for the data analysis the Structural Equation Modeling Technique was used with LISREL 8.80. Findings: The findings of this study indicate that Corporate Social Responsibility have not a significant direct effect on customer loyalty, while corporate image and customer satisfaction have a significant positive effect on customer loyalty. Moreover, the findings provide practical new insights in understanding how a mobile company’s CSR policy could be developed and implemented to help enhance customer loyalty through the mediating effects of customer satisfaction. Practical Implications: The companies would like to understand the implications of its CSR policy implementation, especially in enhancing its corporate image and customer satisfaction in terms of reputation and impression. Originality/Value: This study is a pioneer research in addressing the mediating role played by customer satisfaction for strengthening the relationship between CSR and customer loyalty in mobile phone companies.peer-reviewe

Understanding consumer behavior in an evolving context: from single channel to omnichannel use

La presente tesis doctoral tiene como principal objetivo avanzar en el conocimiento del comportamiento del consumidor en el actual contexto, caracterizado por el uso de múltiples canales durante todo el proceso de decisión de compra. Dicho objetivo general se desagrega en cuatro objetivos específicos que, a partir de cuatro investigaciones independientes, buscan entender desde diferentes enfoques teóricos y empíricos dicha cuestión. Para testar empíricamente las propuestas realizadas en cada una de las investigaciones, la tesis se sirve principalmente dos metodologías de investigación, la encuesta y el diseño experimental. Las cuatro investigaciones ofrecen resultados que enriquecen la literatura del comportamiento del consumidor. Los hallazgos de esta tesis doctoral también se traducen en distintas implicaciones para las empresas en el actual contexto cambiante. Particularmente, los resultados ayudan a los profesionales del marketing a adoptar estrategias útiles tanto en el contexto de compra móvil como en el contexto de compra omnicanal

Malaysian purchase intention in mobile marketing

As of now, the world is witnessing exponential advancements in information and communication technology and this advancement has increased the number of people using mobile devices engaging with mobile marketing. The number of mobile services involving commerce activities is increasing day by day. This research aims to investigate the factors that predict Malaysian purchase intention through mobile marketing. This work extends the traditional technology acceptance model (TAM) with perceived ease of use, perceived usefulness including additional variables such as social influence and perceived trust towards Malaysia consumers' intention to use mobile marketing. A total of 400 questionnaires were distributed to people in Malaysia and 369 completed questionnaires were to test the hypotheses listed in this research. This study has demonstrated that there is a relationship between factors as perceived ease of use, perceived usefulness, social influence and perceived trust towards Malaysia consumers' intention to use mobile marketing. It depicts that social influence have a strong impact on Malaysian purchase intention in mobile marketing followed by perceived trust, perceived ease of use and lastly perceived usefulness. The findings from this study offer several implications for the marketer to learn consumers' attitude and concerns towards mobile marketing

An Empirical Research on Factors Influencing Purchase Intention of Mobile Shopping

基于沉浸体验理论，本文结合感知价值理 论、创新扩散理论来构建智能手机用户的购 买意愿影响因素模型。本研究旨在理解沉浸 体验对中国的移动购物意愿的影响。应用李 克特5度量表，本文对430位调查对象进行实 证研究来研究此问题。通过运用SPSS 22.0和 AMOS 21.0统计分析软件，对影响因素进行 编码和描述性分析，最终建立结构性方程模 型。结果显示，沉浸体验对移动购物的购买 意愿有显著的正向影响。同时，消费者创新 理论通过正向影响沉浸体验来间接影响消费 者的购物意愿。最后，本研究也表明感知价 值对移动购物有显著的影响。 Based on the theory of Flow experience, this thesis combines the theory of perceived value with the theory of customer innovation, and constructs the influencing factor model of Smartphone users’ purchase intention. The paper aims to understand the impact of Flow experience in the intention mobile shopping in China. To address this, an empirical study with 430 subjects was carried out. It collected the data by questionnaire with 5-point Likert scale, and used SPSS.22.0 and AMOS.21 to encode and analysis the data by the method of factor analysis, descriptive statistics and structural equation modeling. The results indicate that flow experience has a significant positive effect on the purchase intention of mobile shopping, and customer innovation has a direct effect on flow experience which in turn purchase intention. Furthermore, this study also reveals that perceived value influence mobile shopping deepl

Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

Location-based advertising is an entrepreneurial and innovative means for advertisers to reach out through personalised messages sent directly to mobile phones using their geographic location. The mobile phone users' willingness to disclose their location and other personal information is essential for the successful im- plementation of mobile location-based advertising (MLBA). Despite the potential enhancement of the user ex- perience through such personalisation and the improved interaction with the marketer, there is an increasing tension between that personalisation and mobile users' concerns about privacy. While the privacy calculus theory (PCT) suggests that consumers make privacy-based decisions by evaluating the benefits any information may bring against the risk of its disclosure, this study examines the specific risks and benefits that influence consumers' acceptance of MLBA. A conceptual model is proposed based on the existing literature and a stan- dardised survey was developed and targeted at individuals with known interests in the subject matter. From these requests, 252 valid responses were received and used to evaluate the key benefits and risks of MLBA from the users' perspectives. While the results confirmed the importance of internet privacy concerns (IPC) as an important determinant, they also indicate that monetary rewards and intrusiveness have a notably stronger impact on acceptance intentions towards MLBA. Intrusiveness is the most important risk factor in determining mobile users' intentions to accept MLBA and therefore establishing effective means of minimising the perceived intrusiveness of MLBA can be expected to have the greatest impact on achieving effective communications with mobile phone users