Search results

In the preceding decades, due to the advancement of social media, traditional marketing has become less significant. Managers and entrepreneurs are seeking novel, effective and efficient ways both for new and technological products/services. Drawing on the theory of reasoned action, information adoption model and technology acceptance model, the purpose of this paper is to examine the effect of viral marketing on purchase intentions of mobile applications users in Iran.

Statistical population includes those Iranian users who have used two social networks (Facebook, Instagram, Line, LinkedIn, Pinterest, Telegram, Twitter, Viber, WeChat and WhatsApp) at least. Invalid questionnaires are excluded and 624 are used for the data analysis. Structural equations modelling is used to test the proposed model.

The findings show that the most effective factor on apps perceived usefulness is argument quality of information, followed by source credibility and quantity of information. Perceived usefulness is also predicted by perceived ease of use through the indirect effect of argument quality. Furthermore, it is also found that purchase intention is affected by perceived ease of use, followed by perceived usefulness through attitude towards the purchase.

This research is limited to the Iranian mobile apps market. Future studies on viral marketing in app markets should collect data from multiple industries and multiple countries in order to achieve a more comprehensive perspective on the effects and consequences of viral advertising. Furthermore, rather than social networks, similar research can be conducted on different communication channels of the internet such as blogs, e-mails, chat rooms, online communities, discussion boards, corporate websites, e-commerce and social commerce websites (e.g. Amazon). It is also suggested that the conceptual model of the research can be extended considering other useful factors on purchase intentions than attitude (e.g. subjective norms and perceived behavioural control). Furthermore, future research should consider the role of mobile apps features in forming purchase intentions.

For the firms that develop mobile applications (particularly in Iran’s app market), increasing sales requires exploiting social media viral marketing to effectively change potential customers’ perceptions about usefulness and ease of use of their products. The findings suggest that a viral marketing strategy should be developed with high argument quality, followed by high source credibility and a large amount of information on social media.

This is one of the earliest studies investigating the viral effects of social networks on purchase intention in the mobile applications context. Although very few papers practically recognised the impact of viral marketing on purchase intention, the effect of this concept on mobile applications purchase intention had remained unknown.

This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.

Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.

Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).

This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.

This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.

When service failure occurs, it leads to dissatisfaction, lack of trust and avoidance behaviour among customers, and it can also be seen as a threat to the survival of the business. This paper aims to investigate the current and potential dynamics of service failure research within the tourism and hospitality area.

By adopting qualitative, quantitative (citation and text mining) and science-mapping tools (descriptive, conceptual and intellectual), this study analyses 99 key papers on service failure in 18 major hospitality and tourism journals over a 20-year span.

The research on service recovery strategies, recovery efforts, pre- and post-failure and post-recovery in the service encounter and the impacts of justice on post-recovery and post-complaint behaviour are identified as the major streams of service failure research. While emotional labour, rumination and satisfaction recovery were identified as emerging themes, service failure perceptions and social media were found as the developed and substantial trends.

This study presents a comprehensive understanding of service failure research development in the hospitality and tourism industry. This study propose three areas – circumstantial cues, interactional cues and crisis management – that practitioners need to understand to minimise service failure during the service interaction.

To the best of the authors’ knowledge, no prior bibliometric study has investigated the current and future dynamics of service failure in the hospitality and tourism industry and offered a research agenda based on this gap in the literature.

This study aims to address the following three questions: What are the main factors influencing co-creation behaviour among peers in a peer-to-peer (P2P) platform? What are the key consequences of such behaviour? and What are the main factors that positively influence a sense of commitment among peers in a P2P platform?

This study used a positivist paradigm to scrutinise the causal associations between the scale validation and causal configurations of influential factors by using fuzzy set qualitative comparative analysis.

Findings indicate that the significance of co-creation behaviour in enhancing the sense of commitment in a P2P platform. The implications for hospitality managers and researchers are discussed.

The findings of this research provide interesting insights for peer providers in a peer platform on how to enhance co-creation. They also offer guidelines on how to build a positive sense of commitment in the peer platform.

By investigating co-creation behaviour at the peer level, this research offers a unique theoretical contribution. Drawing on complexity theory, the research also proposes two tenets supporting the managerial contribution by identifying and clarifying how co-creation behaviour and related constructs can lead to a sense of commitment between peers in a P2P platform.

This paper aims to study the citations made in service failure literature and assesses the knowledge construction of this region of exploration to date.

The bibliometric investigation assesses 416 service failure articles in business associated research. Multidimensional scaling is used to uncover the scope of the scholarly impacts that have helped understand the nature of the service failure literature. The establishment of knowledge in the service failure literature is revealed by analysing co-citation data to identify significant topical impacts.

The theoretical model combines five areas with significant propositions for the future improvement of service failure as an area of investigation. The most important research themes in service failure literature are service failure, service failure communication, recovery process, recovery offer and intention.

Potential research concentrating on the service failure literature could use search terms improved from the literature review, or use a comparable approach whereby a board of well-informed scholars approved the key words used.

This paper is beneficial for any reader who is interested in understanding the components of the perception of justice and recovery and how it improves repurchase intention.

The study seeks to influence resource and recovery-based concepts and utilises the five supporting knowledge groups to suggest a plan for future research that fills existing gaps and offers the possibility of expanding and enhancing the service failure literature.

Although love has received considerable attention in the marketing literature, there is limited past research on love in a tourism context. This study aims to overcome past research negligence by proposing the concept of heritage destination love.

A qualitative approach was undertaken, face-to-face in-depth interviews with 35 respondents in London to discuss about the concept of heritage destination love antecedents and its consequences, tourists’ behavior and tourists’ feeling, passion and love about the destinations as playing a magnificent role in tourism development.

The outcome reveals that heritage destination love has three elements – passion, emotional attachment and identification.

Despite its limitations, the current study offers theoretical insights of the psychological theory of the love triangle in relation to heritage destination love.

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.