Winning engaged consumers

Green consumers' behavioral intention and loyalty to use mobile organic food delivery applications: the role of social supports, sustainability perceptions, and religious consciousness

Consumer behavior in the food industry has undergone significant changes in recent years, largely driven by growing consumer awareness of environmental, technological, religious, and social concerns. As a result, organic food has emerged as a popular alternative to conventionally produced food. Many emerging nations, including Bangladesh, promote its consumption due to its perceived health and safety benefits. Despite this growing trend, there remains a need for more understanding of consumer behavior, particularly concerning their motivations for continuous purchases toward mobile organic food delivery applications. In order to fill this knowledge gap, this study looks at how six indirect predictors (emotional support, informational support, environmental consciousness, religious consciousness, trust, and technological consciousness) affect customer loyalty through the intention to use organic food. This study employed a purposive sampling technique (i.e., judgmental sampling) and collected data from 386 respondents across three cities in Bangladesh. Data analysis was conducted using SmartPLS 3 software. The study found that all predictors, except for technological consciousness, significantly influenced behavioral intention, which, in turn, significantly influenced loyalty. Additionally, the study revealed that the five predictors, excluding technological consciousness, indirectly influenced loyalty through behavioral intention. The results of this study add to the existing literature on organic food by extending social support theory to include consumers' primary motivations, such as environmental, religious, technological, and social consciousness, as predictors of loyalty to use mobile organic food delivery applications. The study highlights the importance of sustainable food consumption in promoting environmental protection, ensuring social justice, creating economic success, and providing valuable insights for implementers looking to expand the organic food market.

Graphical abstract

The impact of social media technologies on organization cultural intelligence and new product development in international markets

Purpose

The study examines the role of social media technologies (SMTs) as a driver of organization cultural intelligence (OCI) and new product development (NPD) capabilities, and how the complementary effects of these capabilities contribute to multinational corporations (MNCs)’ performance. Further, the study investigates the capability–performance relationship under conditions of high and low market and technological turbulence.

Design/methodology/approach

A quantitative survey method was implemented, with the data provided by senior marketing managers employed in MNC regional offices. The proposed model was tested using structural equation modeling and multi-group moderation analysis, and fuzzy-set qualitative comparative analysis (fsQCA).

Findings

The results indicate that SMTs support the development of OCI and NPD capabilities, which in turn contribute to MNC regional performance. A high level of technological turbulence only weakens the relationship between OCI and performance.

Research limitations/implications

The results suggest that OCI contributes to MNCs’ performance, by deploying social media information and complementing the organization’s NPD capability under a specific environmental context.

Practical implications

The paper offers practical recommendations to MNCs on social media use when developing and launching new products in different regional markets. MNCs need to recruit culturally intelligent managers, who consider the level of market and technological turbulence when combining several types of capabilities.

Originality/value

Within the dynamic marketing capabilities literature, this is the first study to incorporate and reliably measure cultural intelligence capability. The research offers empirical evidence that OCI and NPD capabilities are necessary to achieve superior MNC performance and depend on the level of market and technological turbulence.

Casual selling practice: a qualitative study of non-professional sellers' involvement on C2C social commerce platforms

Purpose

Recent substantial developments of consumer-to-consumer social commerce platforms (C2C-SCPs) emboldened consumers/users to be involved as sellers. Considering C2C social networks that privilege local reach, this paper aim to explore how the practice-based view informs non-professional sellers' involvement.

Design/methodology/approach

Underpinned by data from 29 semi-structured interviews with non-professional sellers on Kaskus, one of the largest local Indonesian C2C-SCPs, the study reveals the emergence of a novel structural practice that we call casual selling.

Findings

The findings show that casual selling allows non-professional sellers' involvement in C2C-SCPs through three broad categories of practices: priming oneself, producing commercial operations and valuing others. Within these three categories, non-professional sellers are found to generate both personal and collective involvement along nine situated market practices.

Research limitations/implications

This paper adds to previous research by introducing the practice-based view to social commerce literature. In doing so, it deals with the under-investigated seller's perspective and activities that prevail in C2C-SCPs.

Originality/value

In C2C-SCPs, casual selling constitutes a distinct mode of involvement in social commerce in which established professional selling standards are suspended. As a structural practice, it entices non-professional sellers to consider a wider variety of situations in which they are in dialogue with other individuals (buyers and sellers) to shape s-commerce potential. In doing so, C2C-SCP users draw on a dynamic intertwining between digital technology and the socio-cultural environment surrounding s-commerce.

Shaping path of trust: the role of information credibility, social support, information sharing and perceived privacy risk in social commerce

Purpose

Currently, the Covid-19 pandemic is changing how consumers shop, encouraging deeper levels and increased reliance on e-commerce systems and social media such as online communities. The online interaction of consumers is more important and brings many uncertainties, which impact the original commerce environment. This study aim to investigate the ethical consideration of information credibility and perceived privacy risk from a psychology perspective in marketing, this study draws on social support theory from social psychology to develop a research model to investigate the role of information credibility and perceived privacy risk on social commerce websites.

Design/methodology/approach

This study investigated social commerce websites and communities. The research data of this study was collected through a questionnaire from consumers on three famous social commerce platforms. Using PLS-SEM to perform data analysis, this study research the importance of information credibility, perceived privacy risk and trust on social commerce websites.

Findings

The findings discuss individuals' reaction to privacy issues and to understand the motives to disclose or reveal personal information within a marketing or consumption context. The research also explores the theoretical implications by integrating theories from information systems and social psychology to investigate ethical issues in social commerce.

Originality/value

Covid-19 makes peer-to-peer communication in online communities is developing collaborative consumption, and information produced in these communities can influence the decisions of consumers. Covid-19 has exacerbated such a change in social commerce environment. Therefore, information credibility plays an important role in developing online communities. It is important to look at the psychological antecedents that drive consumers' willingness to share their personal information when using online communities. The author has clarified which aspects of trust in social commerce should be strategized, including information trustworthiness, perceived privacy risks, social support and information sharing. These are the details that companies should pay more attention to when operating social commerce. Only by paying more attention to these details and giving consumers a positive feeling can consumers' trust be maintained or enhanced, ultimately leading to a successful trust economy.

Investigating the antecedents of e-commerce satisfaction in social commerce context

Purpose

Social media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.

Design/methodology/approach

Drawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.

Findings

Results indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.

Originality/value

The results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention

The popularization of digital infrastructure has enabled the rise of the online game industry. Instead of targeting entertainment-oriented technology and services, which are the focus of most relevant studies, in the present study, we review the literature from the perspective of considering players of online games as both consumers of entertainment and co-creators of value. The three major antecedents of the theory of planned behavior, namely personal attitude toward co-creation, subjective norms and perceived behavioral control, were modified to explore the relevant constructs. Specifically, the diversity of co-creation experience was used to predict co-creation intention. The proposed model was empirically evaluated through the structural equation modeling of survey data collected from 321 World of Warcraft (WoW) players. As hypothesized, the diversified co-creation experience positively affected the antecedents. The findings provide implications on how to increase players’ participation in co-creation to achieve sustainable mutual benefits.

Many hands make light work: towards a framework of digital co-production to co-creation on social platforms

Purpose

Recent technological advances have enabled consumers and citizens to contribute to organizational processes through co-production and co-creation in ways that challenge traditional co-production. However, the practices and capabilities for value co-creation are less understood, particularly in an increasingly networked social government ecosystem. The purpose of this research is to examine the enablement of new digital co-production practices in social media platforms (SMPs) and theorize SMP-enabled digital co-production vis-à-vis traditional co-production for public sector.

Design/methodology/approach

Primarily using principles of interpretivist approaches, a qualitative content analysis of communication practices (i.e. genres) observed within Australian government Facebook pages was carried out to examine the salient digital forms of co-production practices.

Findings

SMPs enable new practices in digital co-production for public sector (information dissemination, Q&A, feedback and co-creation), ranging from lower to higher intensity in terms of resource integration, scale of contributions, engagement and extent of relationship vis-à-vis traditional co-production.

Research limitations/implications

This research is bounded by its geographical emphasis on Australian Federal government. Hence, the results may not be readily transferable to other contexts.

Practical implications

Our framework offers an array of choices for digital co-production strategies to suit agency's focus and goals for engagement in the Facebook Pages. As agencies progress to reach higher intensity co-production, public engagement and impact increases.

Originality/value

The paper contributes to co-production in social government ecosystem by increasing the theoretical and practical understanding of new form of SMP-enabled digital co-production defined as “small-scale, repetitive, user-driven co-production that is flexible, durable, ad-hoc, and sporadic, where many hands make light work”. The proposed “co-production to co-creation” framework provides valuable guideline for enhancing public service provision via SMPs.

Linking FOMO and Smartphone Use to Social Media Brand Communities

Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement.