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1 – 5 of 5Justin Paul, Parul Manchanda, Nupur Arora and Aanchal Aggarwal
Smartphones have become a vital element of daily life and because of this ongoing reliance, consumer' attention is drawn to online platforms, which may harm societal…
Abstract
Purpose
Smartphones have become a vital element of daily life and because of this ongoing reliance, consumer' attention is drawn to online platforms, which may harm societal communications. Therefore, this paper investigates a behavioral addiction known as “fear of missing out” (FoMO), which causes anxiety and leads to more problematic smartphone usage and phubbing behavior (PB). In addition, this paper examines the multidimensional perspective of smartphone addiction (SMA) and the moderating role of Big 5 personality types in the aforesaid relationship.
Design/methodology/approach
An online questionnaire was administered, to collect data from 468 smartphone users from universities across India. Partial least squares structural equation modeling and Hayes' PROCESS macros were employed as statistical tools for analysis.
Findings
Results highlight that there is a significant association between FoMO and PB with SMA as a significant mediator with partial mediation effect.
Originality/value
Conscientiousness, neuroticism and extroversion were found to be significant moderators in the model. Further, the findings raise awareness regarding smartphone etiquette and additional technology literacy required in this field.
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Keywords
Parul Manchanda, Nupur Arora and Aanchal Aggarwal
Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging…
Abstract
Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.
Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.
Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.
Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.
Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.
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With the growth of number of smart phone users in India, digital interfaces such as android applications are easy to access and operate. While conventional websites have been in…
Abstract
Purpose
With the growth of number of smart phone users in India, digital interfaces such as android applications are easy to access and operate. While conventional websites have been in existence over the past few decades, government schemes as well as non-government entities have emerged over the recent years that create opportunities for connecting digital interfaces with cultural heritage tourism. The purpose of this study is to attempt to cover the various facets of interaction between the two dimensions, in an attempt to identify possibilities in the near future.
Design/methodology/approach
The research process included review of government scheme guidelines and proposal documents, and various digital interfaces as available on the World Wide Web and in the form of mobile applications. The data collection and analysis process included interviews with the founders of two mobile application developing start-ups in India.
Findings
India is positioned to take the leap into the creating unparalleled visitor experiences and opportunities for local communities and other stakeholders through use of technology and digital interfaces that can sustain the cultural heritage resources and create new developmental models that have not been possible otherwise. The need is to create synergies across the various opportunities, not only though time bound schemes and projects but embedding the same into the heritage management and governance model.
Originality/value
This paper provides an insight into the issues and opportunities in developing digital interfaces towards enhancing cultural heritage tourism in India.
Details