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Many studies have shown that from a theoretical and empirical point of view, downside risk-based measures of risk are better than the traditional ones. Despite academic appeal and practical implications, downside risk has not been thoroughly examined in markets outside developed country markets. Using downside beta as a measure of downside risk, this study examines the relationship between downside beta and stock returns in Indian equity market, an emerging market with unique investor, asset and market characteristics.

This is an empirical study done by using ranked portfolio return analysis and regression analysis methodologies.

The study results show that downside risk, as measured by downside beta, is distinctly priced in the Indian equity market. There is a direct positive relationship between downside beta and contemporaneous realized returns, indicating a premium for downside risk. Downside risk carries a higher weightage than upside potential in the aggregate return of the stock portfolios. Downside beta is a better measure of systematic risk than conventional market beta and downside coskewness.

The empirical results support the adoption of downside beta in practice and provide a case for replacing traditional beta with downside beta in asset pricing applications, trading and investment strategies, and capital allocation decision-making.

This is one of the first in-depth studies examining downside beta in Indian equity markets using a broad sample of individual stock returns covering a wide time range of 22 years. To the best of our knowledge, this study is the first one to compare downside beta and downside coskewness using individual stock data from the Indian equity market.

This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.

Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement.

The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands.

The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction.

This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.

The purpose of this study is to examine the effect of satisfaction (SAT) and trust (TRS) on word of mouth (WOM) and buying decision (BD) for Sharia life insurance in the Muslim society of Indonesia.

The research design was taken from 386 Muslim customers who held Sharia life insurance policies using the approach of purposive sampling in four cities in Indonesia, namely, Jakarta, Surabaya, Makassar and Medan. The hypothesis testing used structural equation modeling.

The research results show SAT and TRS have effects on WOM. Moreover, WOM has a significant effect on the BD of the customers of the Sharia life insurance product.

This study focused only BD of customers who bought Sharia life insurance products, so the results cannot be generalized to other types of Sharia insurance. Therefore, future research could consider other Sharia insurance products, such as Sharia general insurance.

In relation to the testing of SAT and TRS on WOM, this study examined the influence of the two variables on WOM and BD. This study can serve as reference for Sharia life insurance companies when formulating promotion strategy.

This study justified the strong association between SAT and TRS for WOM and BD in Sharia life insurance in an integrated way.

Online brand is becoming a popular and major gateway for consumers for booking various services specifically when they travel for several purposes. The present study aims to explore whether exposure to two separate yet similar modes of communication intervene consumer's brand trust and their subsequent loyalty intention toward the brand. The study further aims to investigate whether consumer's price consciousness has any influence on association between brand trust and brand loyalty in the process of decision -making.

The present study follows a different approach to data collection. The data have been retrieved from online brand (Oyo) page on Facebook through Google Form application. In all, 289 useable responses were retrieved from the travelers aged between 18 and 30. Structural equation modeling using SPSS 25.0 and Amos 26.0 has been applied to examine the effects of brand communication and online reviews on brand loyalty through brand trust.

Empirical evidence supports that even after having strong brand communication, online reviews play a crucial role in consumer's brand loyalty through brand trust. The study further reveals that price consciousness acts as a significant moderator in the relationship between consumer's brand trust and brand loyalty.

The current research contributes to the online brand and marketing knowledge by empirically showing the pertinence of consumer–brand relationship in an online brand context through a parsimonious model by examining how the two distinct mechanisms of communication influences consumer brand trust and loyalty intention.

The parsimonious framework of consumer–brand relationship adds to explicating the dual marketing challenges of communication and to draw a positive consumer response (i.e. consumer brand loyalty). The study attempts to examine the impact of two distinct yet identical modes of communication which facilitate shaping consumer brand trust that reinforce the strategic value of the circumstance and equips it with solid theoretical structure within an endeavor of the strategic significance of online brand managers.

The purpose of this paper is to investigate public online consumer complaint responses from three different perspectives: the complainer, the company and third party consumers. Consumer complaint behaviour and management has been studied in various streams of literature, yet the subsequent processes triggered by a company complaint response have not been studied so far. In particular, this paper seeks to divert from examining complaint participants in isolation by recognising interrelated communication effects of complaint dialogue and public media.

Looking at credibility perceptions as a theoretical construct for measuring the utility of a complaint as well as attitude‐orientation as an evaluative moderator, the paper highlights the ambiguity of meaning transfer in an online complaint forum.

It is hypothesised that credibility and congruence in attitude orientation positively enhance complaint utility perceptions and strongly bias complaint dialogue evaluations.

The paper highlights that expected relevant results for online complaint managers and marketers alike are the inclusion of post‐complaint communication into corporate image and relationship management as well as using credibility perceptions as a benchmark for online customer satisfaction and potential positive electronic word‐of‐mouth.

The purpose of this paper is to propose the theory which gives valuable insight into the context of social media, electronic word of mouth (EWOM), trust and purchase-decision involvement.

A review of the existing literature was carried out and construct-wise measurement items were adapted from existing scales. Experts reviewed the items and validated. Convergent validity, discriminant validity and reliability of the scales were tested with the data collected from 252 respondents. Structural equation modeling was used to examine the proposed model.

Social media usage and EWOM have positive impact on purchase-decision involvement and online trust plays a vital mediating role in this context.

The implications of findings of this research are relevant for managers and public policy makers. People can be sensitized against any menace or can be made aware about any good things in the society in true sense so that they become proactive, participate and take decision (or purchase decision).

The purpose of this study is to seek to investigate the impact that perceived risk and trust have on online purchasing behavior, in particular the nature of purchasing associations within the expensive, complex, high risk and credence products such as gemstones.

An online survey of purchases of Thai gemstones was used to collect the data. Partial Least Squares was used to test the conceptual model of the study.

The results of this study suggest that the type of internet marketing strategy used by the seller (the place strategy) and the buyer's privacy and security practices influence a buyer's perceived risk to purchase gemstones online. Furthermore, the study showed that perceived risk reduces trust and perceived risk reduces online purchases.

The implications of these results are that privacy and security concerns of online buyers must be addressed in order to reduce perceived risk and thereby increase trust which is fundamental to the amount purchased online.

Online marketers of highly risky products need to consider that policies that promote trust and reduce risk are important means of increasing purchases. In particular, the use of multichannels will reduce perceived risk.

This is a rare study which examines purchases of expensive, complex, high risk and credence products such as gemstones. It is also a study which examines the behaviour of organisational buyers. Also actual reported online purchases are investigated rather than just intent.

The purpose of the paper is to explore how service marketing knowledge is applied in practice. It introduces some ideas about how to bridge the gap between scholarly knowledge and business practices, and thereby opens up the conversation between service marketing scholars and management practitioners.

This qualitative study focusses on four concepts of service marketing (service quality, servicescape, internal marketing and augmented service offering). Knowledge use is studied according to the degree service marketing knowledge is applied at symbolic, conceptual and instrumental levels. Four firms are involved.

Service marketing knowledge was acknowledged within the firms. However, the application of the knowledge in practice was limited, resulting in shortcomings and negative consequences in terms of marketing outcomes. Hence, the knowledge was used mainly symbolically and conceptually, and the instrumental use of the knowledge was limited.

By comparing the current use of knowledge to the levels of knowledge, the findings contribute to the understanding of why shortcomings of knowledge use develop and the study introduces ideas about how to bridge the gap between service marketing knowledge and business practices. Using this approach, the study contributes to the debate on knowledge “translation,” transfer, exchange and sharing between scholars and practitioners.

The study shows how management practitioners could understand and analyze their own practices as they develop their services and customer-oriented practices. It offers insights for scholars who seek to share scholarly knowledge for practical use.

The study contributes to the discussion on the use of scholarly knowledge by focussing on knowledge related to service marketing. Moreover, it focusses on not only the use of service marketing knowledge but also how it is used. By applying the three usage levels, the study recommends systematic means to detect gaps and shortcomings in knowledge use.

Modern businesses strategically focus on improving the online purchase experience (OPE) of customers to acquire a long-term competitive edge. However, the intellectual knowledge structure of OPE research remains uncharted, necessitating further investigation. This study aims to provide a concise synthesis of the evolution, trends and advancements of consumers’ OPE research using bibliometrics.

Firstly, the authors inventorised the relevant OPE literature, and then the bibliometric trends and the domain’s performance (top articles, outlets and authors) were analysed and illustrated through tables and narratives. Secondly, science mapping tools (such as co-occurrence) and visualisation strategy were deployed to pinpoint relevant OPE research themes and highlight the domain’s intellectual structure.

The most significant findings concern the most prolific authors, outlets, most cited articles and five thematic clusters forming the ground for potential future research paths. Also, these thematic clusters depicted the intellectual knowledge structure that emerged from the OPE research domain.

This review may be helpful for future academic researchers to identify future research paths in the domain and practitioners to help make policy decisions while formulating and articulating their marketing strategy.

Deploying the VOSviewer and Bibliometrix-R software together, this review is most likely the first attempt to the best of the authors’ knowledge to provide a thorough bibliometric synthesis of the OPE research domain.