Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective

This study develops and tests an integrated model of the social impact and customer value theories to understand how gamification of mobile money payment could generate customer value through its social impact. Cross-sectional data were collected from 567 mobile money payment users in Ghana to test twelve hypotheses using structural equation modelling (SEM). The study showed a positive and significant relationship between the gamified mobile money payment (Gmmp) and the social impact theory constructs, and consequently with the customer value propositions. The Gmmp was found to have a significantly positive relationship with all three social impact constructs of internalisation, compliance, and identification. However, compliance was significantly predictive of all the customer value constructs (customer engagement, satisfaction, and loyalty); identification was significantly predictive of satisfaction and loyalty; internalisation was not significantly predictive of any of the customer value outcomes. The results show that Gmmp could create a substantial social impact on users to generate value for the customer and all service providers within the mobile money ecosystem. The results have implications for technology innovations, particularly the potential use of gamification at all customer touchpoints in the mobile money and financial technology services delivery value chain

The role of brand love on bank customers' perceptions of corporate social responsibility

Purpose The lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand love and brand respect moderate the relationship between corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) and loyalty (LOY) among bank customers in an emerging/and or a developing country's context. Design/methodology/approach A quantitative survey approach was used. Data from a total of 769 banking customers, containing demographic and psychographic measures were used. Findings This study tested six (6) hypotheses. The results confirmed the moderating role of brand respect on the relationship between CSR and TRUS in the banking sector. Also, our results reveal that BLOV moderates the relationship between SAT and LOY. The rest of our hypotheses did not confirm any significant relationship between them. Research limitations/implications Like any academic exercise, this study also has some limitations. The hypotheses tested for brand love on bank customers' perceptions of CSR were based on a country study. The implication of brand love for CSR may be the same or vary in different country contexts. Practical implications The study provides managers of banks and managers of financial institutions a better understanding of how love and respect could play a role in their loyalty program and how to incorporate these new constructs into the already known constructs such as satisfaction, trust and loyalty. Originality/value This study is unique because it quantitatively examined the relationships between well-researched constructs corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) on loyalty (LOY) as well as examining these constructs with a fairly new constructs brand love (BLOV) and respect (BRES) in a single study

Brand community integration and customer satisfaction of social media network sites among students

© 2017 Growing Science Ltd. All rights reserved and by the authors. The aim of the study was to examine how consumers integrate into brand communities on social media network sites (SNSs) and how it affects overall satisfaction of social media sites users among students. The study depends on the service-dominant logic (SDL) to develop the constructs for hypotheses testing. The study used a cross-sectional survey research design. The data were collected using a web-based survey of university of Nairobi Students. In all, a total of 608 students participated in the survey. The data was analyzed using structural equation modeling with AMOS software. The results revealed that frequency of usage of SNSs and duration of usage positively affect the self - perceived relevance of SNSs. Also, the self-perceived relevance leads to building brand community which finally leads to customer satisfaction. The research was limited to only students of Nairobi and selecting students in itself, which is a limitation as well as limiting it to university of Nairobi. The younger or the millennial are not the only users of SNSs. We have older generations as well, who also use SNSs for various activities such as professional development among others. Understanding why consumers of social media network site would integrate brand community is seminal for both local and foreign firms doing business in a developing country. This would enable marketing practitioners to craft marketing strategies best for community brand building

A two-country study on the psychological antecedents to cryptocurrency investment decision-making

This study seeks to investigate the psychological antecedents toward cryptocurrencies investment decision-making. Using extended planned behavior model, data were collected from 517 sample respondents in Kenya and Ghana to test the proposed model. Specifically, we find that skepticism undermines willingness to invest in cryptocurrency via attitude toward cryptocurrency across the two countries studied. We also find that subjective norm and perceived self-efficacy positively influence attitude toward cryptocurrency that, in turn, positively influences willingness to invest in cryptocurrency. The positive relationship between trust disposition and attitude toward cryptocurrency and in turn willingness to invest in cryptocurrency is statistically valid in Kenya but not in Ghana. Contrary to expectations, no negative statistical effect of risk disposition on attitude toward cryptocurrency was found in the Kenya and Ghana sample. Overall, the presented findings in this study enrich empirical understanding about the psychological factors influencing attitude and individuals’ intentions to invest in cryptocurrencies such as Bitcoin and Litecoin