Uncovering the dimensions of servicescape using mixed method approach – A study of beauty salons

Cab-sharing services and transformation expectations of consumers: the moderating role of materialism

Purpose

The study examines the role of attitude, perceived relative advantage and perceived risk on intention to participate in the sharing economy–based cab services in India. Further, it investigates the impact of intention to participate in the sharing economy on transformation expectations of consumers. Finally, the study tests the moderating role of materialism in the relationship between intention to participate in the sharing economy and transformation expectations of consumers.

Design/methodology/approach

This study used cross-sectional survey research design to collect data from 408 respondents through online questionnaire in India, an emerging market. The study analysed the data using structural equation modelling technique using IBM AMOS software.

Findings

The findings of the study suggest that perceived relative advantage and attitude influences the intention to participate in the sharing economy. Intention to participate in the sharing economy positively influences transformation expectations. Materialism moderates the relationship between intention to participate and transformation expectations of consumers.

Research limitations/implications

In a departure from previous studies, this study establishes that perceived risk may not be an important factor driving the intention to participate in the sharing economy. Further, it is among the first studies to establish the role of intention to participate in the sharing economy as a possible driver of transformation expectations.

Practical implications

The importance of transformation expectations can be communicated as an outcome to encourage participation in the sharing economy. Managers can highlight the relative advantages to promote participation in the sharing economy.

Originality/value

This study is probably the first attempt to understand the transformation expectations of consumers in the sharing economy. Further, the study tests the moderating role of materialism in the relationship between intention to participate and transformation expectation of consumers.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

Purpose

The rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.

Design/methodology/approach

In-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.

Findings

The researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.

Research limitations/implications

The research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.

Practical implications

The study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.

Social implications

Social media marketing is helpful for communication and marketing purposes for society.

Originality/value

The beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.