JournalTOCs

Expert Journal of Marketing
Number of Followers: 4

This is an Open Access Journal

Open Access journal
ISSN (Online) 2344-6773
Published by Sprint Investify

[4 journals]

No title
- Authors: Simona
  Abstract: The recent environmental issues the world has been experiencing recently have increased the awareness of consumers of the necessity of a sustainable consumption pattern to preserve the natural environment. Therefore, green consumption has increased, and companies needed to respond to the rising demand for green products by offering a wider selection of environment-friendly products for green consumers. This article aims to study the purchasing intention of green cosmetics in the case of female student consumers in Hungary. The paper extended the theory of planned behavior by including perceived quality and environmental concern as factors that influence the attitude of consumers towards green cosmetics. This research also takes into consideration the effect of subjective norms on the purchasing intention of green cosmetics. The study employs a quantitative study conducted in Hungary in December 2021 (n = 200). The data was analyzed using PLS-SEM to assess the proposed hypotheses. The results of the study were in line with the literature, with perceived quality and environmental concern having a positive influence over the attitude towards green cosmetics. Attitude and subjective norm also had a significant influence on the purchasing intention of green cosmetics. This research provides new insights into how managers can advance the consumption of green cosmetics, by enhancing the quality of their products and focusing their strategies on answering the concerns of consumers towards the environmentThe post Purchasing Intention of Green Cosmetics Using the Theory of Planned Behavior: The Role of Perceived Quality and Environmental Consciousness appeared first on Expert Journal of Marketing.
  PubDate: Fri, 29 Apr 2022 18:23:50 +000
No title
- Authors: Simona
  Abstract: This study aimed to investigate whether consumers’ personal involvement with the COVID-19 pandemic led to hedonic or utilitarian buying motives, and how these buying motives might encourage impulse or planned buying behaviour. Furthermore, it examined whether these influences differed between a developed country (Germany) and a developing country (South Africa). The methodology involved a quantitative, descriptive, cross sectional survey, using a questionnaire based on the literature and sent by e-mail to a quota sample from an online-accessed consumer panel. Useable responses of 548 each from the two countries were analysed, showing that respondents with high levels of involvement with COVID-19 also show high levels of hedonic motivation, whereas utilitarian motivation appeared less important and not linked to a greater involvement with COVID-19. The study also found that a high hedonic motivation is associated with more impulsive shopping, whereas utilitarian motivation is not. The implication is that those with a utilitarian motivation tend towards planned shopping. Finally, the findings show that there appear to be no significant differences between the buying behaviour of consumers in a developing country and a developed country. This study contributed new knowledge about consumer shopping behaviour by examining the interaction of the hedonic/utilitarian construct and the impulsive shopping construct as components of consumer behaviour, research that has not been done before, and especially not in a developing country nor relative to the COVID-19 pandemic.The post COVID-19 Involvement, Shopping Motives and Buying Behaviour: A German/ South African Comparison appeared first on Expert Journal of Marketing.
  PubDate: Mon, 25 Apr 2022 12:30:18 +000
No title
- Authors: Simona
  Abstract: In Bangladesh, online shopping is gaining in motion. Various drivers are there for online shopping and the goal of this study has been set to explore drivers of online shopping according to their dominance among the young in the city of Dhaka. Adhering to a set of objectives; this study first identified a set of six motivational factors from among 21 variables (key factors for online shopping) with the help of an exploratory factor analysis. Then, a binary logistic regression was performed to find significant drivers for online shopping decision and the dominance of those drivers has been explored thereafter using marginal effect. In the aftermath, educational attainment as a socio-economic factor, and perceived risk (security), website factors, and product varieties as motivational factors have been found to be statistically significant drivers for online shopping. Considering the marginal effects, website factors, perceived risk, product varieties, and educational attainment have been found to have relevant effects. In this case, a Receiver Operating Characteristic curve (ROC) suggests that the fitted model has excellent discriminant power. The post Drivers for Online Shopping: Considering the Most Important Factors in Dhaka Metropolis, Bangladesh appeared first on Expert Journal of Marketing.
  PubDate: Fri, 01 Apr 2022 09:49:56 +000
No title
- Authors: Simona
  Abstract: Determining the return on investment of international education has always been complicated and the COVID-19 pandemic makes it even more so, justifying the need for prospective international students to reach out to their social environs. This study sought to identify the word-of-mouth communications (WOMC) that international students receive when they are forming their intention to enroll abroad, or lack thereof. Employing qualitative approach, this study involved interviewing ten international students studying in a mid-size university in the USA. A key study finding is that, during the intention forming stage, not all of the international students involved in this study actively sought WOMC inputs as some already possess past study abroad experiences that they turned to. For those who did reach out for external input, they were particularly susceptible to WOMC that they received from friends or relatives who have studied abroad. Therefore, it implies that tie strength with the WOM givers and their expertise power are the determining factors in explaining prospective international students’ WOM seeking behaviors. Pertaining to that, this study also concluded that online reviews were not among WOMC inputs typically sought after by the students in this stage.The post Studying Abroad: Identifying Word-of-Mouth Communication Seeking Behaviors Shown by International Students appeared first on Expert Journal of Marketing.
  PubDate: Tue, 22 Feb 2022 17:40:13 +000
No title
- Authors: Simona
  Abstract: This research focuses on the Japanese gay TV drama series Ossan’s Love (2018) to investigate why the show attracted not only queer audiences, but also heterosexual audiences by analysing its textual periphery through paratexts such as promotional posters, articles and audience reviews. Normally, publicists tend to avoid emphasising a show’s sexual minority themes in the story, considering that such a polemical theme would narrow the target audience. However, publicity for this show clearly indicated a gay theme in its promotional materials, and the show became popular nationwide. From the perspective of social identity theory, it is difficult to explain how such promotional strategies effectively attracted a heterosexual audience. Through paratextual analysis, this research identified the concept of an ‘ideal society’. At first, some people may think the show is a stereotypical comedy that makes fun of gay people, but they eventually recognise that none of the characters laughs at romance between men. It is likely that the show’s such unbiased setting makes both heterosexual and homosexual audiences comfortable, diminishing the line between different sexual orientations. The post The Effective Paratextual Messages of the Japanese Gay TV Drama Series Ossan’s Love appeared first on Expert Journal of Marketing.
  PubDate: Tue, 15 Feb 2022 21:12:56 +000
No title
- Authors: Simona
  Abstract: In both traditional and digital channels, the marketing function aims at devising and implementing appropriate strategies and tactics for each stage consumers go through when they are considering a purchase. In the digital environment, brands interact with consumers with use of digital touchpoints, the growing number of which hinders effective and efficient coordination of marketing activities. The present research aims at investigating consumers’ perceived reliance on alternative digital touchpoints throughout the consumer buying process, and examining the impact of personal characteristics and type of digital device used on consumer perceptions. Results from a non-probability sample of 92 consumers showed that participants exhibit increased reliance on corporate websites, online stores, Instagram, web enquiries and YouTube during their buying journey. However, it appears that consumer reliance on digital touchpoints is affected by personal characteristics, such as biological sex and generation. Female consumers report increased reliance on Instagram to identify potential needs whereas males depend on YouTube during most stages of decision making. Lastly, consumers who belong in younger generations report greater reliance on digital touchpoints than older consumers. Overall, identification of differences in user preferences of digital touchpoints facilitates digital marketing planning and targeting of distinct segments with appropriate tactics.The post Consumer Reliance on Alternative Digital Touchpoints throughout the Buying Process appeared first on Expert Journal of Marketing.
  PubDate: Sun, 13 Feb 2022 12:14:28 +000
No title
- Authors: Simona
  Abstract: Modern democratic governance dictates transparency and accountability by public entities in order to ensure good governance. Despite this fact, the City of Cape Town, motivated by a need to reorient its logo and pay-off line to its strategic intent, unilaterally appointed a contractor to design a new logo and pay –off line for the City. This paper interrogates this phenomenon using two theoretical lenses namely the agency theory and marketing communication theory. Using a qualitative methodology, the study sought to ascertain the local stakeholders’ perception of the City brand after the introduction of the new logo and pay – off line. Some purposively sampled residents were interviewed using a semi-structured interview schedule. Some open- ended interviews were also held with experts in marketing and communication. Primary data from research was infused with secondary data. The study found out that the City authorities did not quite live up to the dictates of transparency by acting unilaterally with respect to the designing of the new logo and pay-off line. There is strong possibility that the omission of stakeholders in the consultative processes fortified their disdain for the City brand. Agency problems were created by sidelining one of the City’s critical stakeholders – the residents. The City authorities hid behind a legalistic smokescreen to overlook the participation of the residents in the rebranding exercise.The post Until the Logo Do Us Part: An Assessment of Local Stakeholders’ Perceptions of a City Brand after the Introduction of a New Logo appeared first on Expert Journal of Marketing.
  PubDate: Wed, 29 Dec 2021 20:49:33 +000
No title
- Authors: Simona
  Abstract: Approximately 90% of students enrolled in public universities participated in online learning programs in 2020 in South Africa, yet these institutions are found to be lacking in adapting and serving the new demand for distance learning effectively. This has highlighted the need to undertake the current study to develop a framework for attaining student loyalty in an ODeL institution in the higher education sector in South Africa. A quantitative approach using the survey method was used to collect data. A total of 1430 responses were received from students who were purposely sampled using online questionnaires. A partial least square structural equation (PLS) technique was used to analyze data and to test the research model proposed for the study. This study has innovated a comprehensive framework of student loyalty that can be implemented in ODeL institutions. Although the results reveal a positive relationship between all the constructs studied, of significant outcome is the higher impact student satisfaction and commitment have on student loyalty. Decision-makers of ODeL institutions need to pay attention to formulating and implementing strategies dealing with improving service quality, investments in technological advancement, improving institutional reputation, providing value for money as these factors significantly influence student satisfaction. In turn, student satisfaction influences commitment and trust, with student loyalty as the main outcome.The post A Framework for Achieving Student Loyalty in Open Distance Electronic Learning (ODeL) Institutions appeared first on Expert Journal of Marketing.
  PubDate: Mon, 27 Dec 2021 21:22:08 +000
No title
- Authors: Simona
  Abstract: The purpose of this study was to identify the factors that comprise the quick response and supply chain activities in the fast fashion clothing industry in a developing country, namely South Africa, and then to investigate the relative importance of these factors via a case study of one of the main fast fashion retailers in South Africa. The research used a case study method with a quantitative, questionnaire-based survey to collect data from a sample of 100 employees, self-selected via a convenience sample, from departments that were purposively selected. Data was collected via an e-mailed survey, resulting in a 45% response rate. The study findings confirmed the importance of both quick response and supply chain efficiency to a successful fast fashion implementation in a developing country like South Africa, in terms of picking up trends quicker, faster lead times and less mistakes, all leading to greater competitiveness. An additional benefit identified was the revival of local production. Since this was the first research of its type in South Africa, it will contribute to knowledge about fast fashion in South Africa, and possibly in other developing countries, and hopefully will initiate a continuing stream of research into fast fashion, especially with other retailers and provide more detail on the key drivers of drivers and barriers of fast fashion implementation.The post Quick Response and the Supply Chain in Fast Fashion in South Africa: A Case Study appeared first on Expert Journal of Marketing.
  PubDate: Mon, 27 Dec 2021 21:04:00 +000
No title
- Authors: Simona
  Abstract: South Africa faces economic growth challenges that a strong export sector could help address. The country needs to grow its export sector to help bolster a poorly performing economy. The need for a national information system has been identified and this study aimed to address this need by developing a framework based on sound research. This framework outlines the specific information, as well as the organisational structure, that could be used to ultimately develop and implement a national export portal in South Africa. Adopting a pragmatic multi- and mixed-method approach which incorporated in-depth interviews with the exporter and export support communities in the country, the study strived to identify the information items and information topics that could anchor a framework for the proposed national export portal. The outcome of this study was a suggested framework that could be adopted by Government to build the proposed national export portal.The post Developing a Framework for a National Export Portal in South Africa appeared first on Expert Journal of Marketing.
  PubDate: Sun, 07 Nov 2021 13:51:06 +000