The Effect of Promotion Integration Strategy on Sales Performance in the Context of Multiple Platforms: Considering the Moderating Effect of Platform’s Market Demand

Price and promotion strategy have been widely discussed in multi-channel retailing, but little study was focused on the promotion strategy in the context of multiple platforms. Through transaction data from a company’s different platforms, our study investigated the impact of promotion integration strategy on company’s overall sales performance on different platforms. Combined with platform’s index data about product market demand, the moderating effect of platform’s market demand was further evaluated. Using a fixed-effect model, our research found the positive effect of promotion timing integration and the negative effect of promotion depth integration on sales performance. We also found the moderating effect of platform’s market demand. Thus, our study generates important theoretical and practical implications for managing promotion activity on multiple platforms

SECONDARY CRISIS COMMUNICATION ON SOCIAL MEDIA: THE ROLE OF CORPORATE RESPONSE AND SOCIAL INFLUENCE IN PRODUCT-HARM CRISIS

Because of a large number of customers using social media, firms have embraced social media as a useful communication tool during product-harm crises. However, current knowledge on the relationships between corporate crisis response, customer secondary crisis communication, and customer purchase intention remains limited. Based on an economic view, this study proposes a model to examine how corporate crisis response affects customer secondary crisis communication and finally influence purchase intention in social media context. In addition to the direct effects, this study investigates the moderating effect of social influence in the above relationships based on social influence theory. The empirical results show that corporate crisis response could decrease customer secondary crisis communication, thus lessening the negative impact on customer purchase intention in the social media context. The findings further confirm the moderating role of customers’ perceived social influence in the above relationships. We conclude with implications and suggestions for future research

KNOWLEDGE MANAGEMENT CAPABILITY AND FIRM PERFORMANCE: THE MEDIATING ROLE OF ORGANIZATIONAL AGILITY

Implementing knowledge management capability (KMC) effectively is becoming an important strategic issue for organizational success. However, our understanding about the underlying mechanism of KMC on firm performance is still limited. Based on the dynamic capabilities perspective, this study tries to explore how KMC (i.e., exploration KMC and exploitation KMC) affects firm performance through the mediating role of operational adjustment agility and market capitalizing agility. Survey data from 211 firms indicate that both operational adjustment agility and market capitalizing agility can fully mediate the influence of KMC on firm performance. In addition, the relationship intensions of these two KMC on organizational agility are distinguishing. We conclude with implications and limitations for future research

Supply Chain Integration and Firm Performance: The Moderating Effects of Organizational Culture

Building on multiple theoretical perspectives, we examine how organizational culture moderates the association of different dimensions of Internet-enabled Supply Chain Integration (i.e., online information sharing and operational coordination) and firm performance (i.e., operational and customer service performance). We test hypotheses using survey data from senior executives in China. Our findings reveal that an internally focused culture negatively moderates the effects of information sharing on both operational and customer service performance. In contrast, an internally focused culture positively moderates the relationships between operational coordination and firm performance. In addition, our findings indicate that an externally focused culture negatively moderates the effects of operational coordination on customer service performance. Theoretical contributions and managerial implications of the study are discussed

Market Orientation, Electronic Supply Chain Integration, and Firm Performance in China: The Moderating Role of Ownership Type

Integrating supply chain processes over the Internet to achieve competitive advantages has generated much attention from practitioners and researchers, especially those in emerging economies. Drawing upon the institutional theory and resource based view, this study investigates how market orientation affects electronic supply chain integration (eSCI), which, in turn, influences firm performance in the emerging economy of China. We further examine how the relationships between market orientation and eSCI are moderated by ownership type. The results of a survey with 260 firms in China suggest that the dimensions of market orientation have differential impacts on the eSCI, and both dimensions of eSCI have significant effects on firm performance. In addition, the relationships between market orientation and eSCI are moderated by both ownership type in China. Implications and suggestions for future research are discussed

The Moderating Role of Organizational Culture in the Relationship between Power, Trust, and eSCMS Adoption Intention

Building on multiple theoretical perspectives, we examined how organizational culture moderates the relationship between power, trust, and a firm’s eSCMS adoption intention. We tested the hypotheses using survey data collected from senior executives in China. Our findings reveal that a target firm’s perceived mediated power would negatively impact its trust toward a dominant firm, while its perceived non-mediated power would positively affect its trust. Meanwhile, trust can positively influence the target firm’s eSCMS adoption intention. Further, an internally focused culture weakens the negative effects of mediated power on trust. Meanwhile, an externally focused culture weakens the positive relationships between non-mediated power and trust, and between trust and eSCMS adoption intention. The externally focused culture could weaken the negative relationship between mediated power and trust either. The theoretical contributions and managerial implications of the study are discussed

How Online Extended Reality (XR) Promotes Consumer Offline Engagement

Using extended-reality (XR) simulation to replicate physical surroundings has become increasingly prevalent in engaging online consumers with offline businesses. However, the efficacy of this XR technology remains ambiguous. To justify the huge investments in XR-related technologies, we investigate the impacts of extended surroundings on consumers’ offline engagement with associated businesses. Specifically, we utilize a natural experimental design on a leading housing platform that applies XR simulation to present the surrounding environment of housing estates. By combining propensity score matching and difference-in-differences, our findings indicate that extended surroundings increase consumer offline engagement outcomes, particularly word-of-mouth volume, and valence. Furthermore, we examine the heterogeneous effects moderated by three business characteristics. To our knowledge, this is the first to examine the impacts of XR simulation of extended surroundings. Therefore, this research offers significant implications for the literature and practice related to XR and omnichannel marketing

Leveraging Work-Related Stressors for Employee Innovation: The Moderating Role of Enterprise Social Networking Use

Enterprise social networking (ESN) techniques have been widely adopted by firms to provide a platform for public communication among employees. This study investigates how the relationships between stressors (i.e., challenge and hindrance stressors) and employee innovation are moderated by task-oriented and relationship-oriented ESN use. Since challenge-hindrance stressors and employee innovation are individual-level variables and task-oriented ESN use and relationship-oriented ESN use are team-level variables, we thus use hierarchical linear model to test this cross-level model. The results of a survey of 191 employees in 50 groups indicate that two ESN use types differentially moderate the relationship between stressors and employee innovation. Specifically, task-oriented ESN use positively moderates the effects of the two stressors on employee innovation, while relationship-oriented ESN use negatively moderates the relationship between the two stressors and employee innovation. In addition, we find that challenge stressors significantly improve employee innovation. Theoretical and practical implications are discussed

Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness

Cross-channel integration (CCI) is increasingly considered as an important driver of customer retention in omnichannel retailing. However, the existing findings about the relationship between CCI and customer retention are contradictory, wherein both positive and non-significant findings exist. This study aims to explore the contingency role of retailer image and alternative attractiveness for the above relationship. Specifically, both two-way and three-way interaction effects of retailer image and alternative attractiveness were tested. Our survey finding confirmed the positive relationship between CCI and customer retention. We also found that the positive relationship was negatively moderated by retailer image, while positively moderated by alternative attractiveness. This study further uncovered that alternative attractiveness can weaken the negative moderating effect of retailer image. Implications and limitations of the study are discussed