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Top1. Introduction
The primary characteristics of digitization, such as ubiquity, localization, accessibility, and personalization, have impacted small, medium, and large businesses (Dash et al., 2021; Rouibah et al., 2021; Jara et al., 2012). These characteristics have changed organizations' distribution, promotion, and marketing research processes. In addition, the increased digitization has disrupted or created many marketing models or platforms. Simultaneously, these characteristics have also influenced consumer behavior. Consequently, consumers are searching and shopping online for products and services. During this transitional phase, a new holistic approach known as Marketing 4.0 (Jara et al., 2012; Kotler et al., 2016) has come to the rescue. Marketing 4.0 investigates the digital methods for understanding, reaching, satisfying, and retaining customers by establishing effective relationships (Vassileva, 2017; Jara et al., 2012). In Marketing 4.0, brands become more flexible and adaptive to emerging technological changes to satisfy their consumers (Kotler et al., 2016).
Moreover, online apparel shopping portals offering promotions and incentives have attracted customers to online purchasing. Therefore, online shopping is gaining popularity in the apparel industry (Tawira & Ivanov, 2022). In emerging economies, firms and consumers are adopting technology for shopping purposes (Kullak et al., 2023). Revenue in the Apparel market amounts to US$1.74tn in 2023. The market is expected to grow annually by 2.84% (CAGR 2023-2027) (Statista, 2023).
The study uses the Marketing 4.0 framework to provide theoretical backing for the relationship between Online Customer Experience (OCE) determinants and Online Repurchase Intention (ORPI). The Marketing 4.0 framework assesses the digital interactions using four variables, i.e., Brand Image (BIM), Brand Identity (BID), Brand Integrity (BIN), and Brand Interaction (BINT). However, the review of existing studies indicates using the Technology Adoption Model (TAM) to research OCE and repurchase intention (Foroudi et al., 2018; Ray et al., 2019; Oliveira et al., 2023). Some researchers have applied the Theory of Planned Behavior (TPB) to explore the phenomenon of OCE and repurchase intention (Sun et al., 2022; Loh & Hassan, 2022). Some studies have used the unified theory of acceptance and use of technology (UTAUT I & II) (Palos Sanchez et al., 2021) as an underpinning theory for investigating OCE and repurchase intention (Khan et al., 2022; Hunag, 2023). Previous literature indicates the use of Marketing 4.0 (partially) to examine the evaluation of brands (Yeğin & Ikram, 2022), brand perception (Yasar & Korkusuz Polat, 2022), customer satisfaction and engagement (Ghonim et al., 2022).
The extant literature indicates that studies still need to thoroughly decipher the phenomenon of Marketing 4.0 (Dash et al., 2021; Vassileva, 2017). Most studies have only observed Marketing 4.0 as a phenomenon (Fuciu & Dumitrescu, 2018; Kartajaya et al., 2019). This study bridges the gap in the existing literature by validating the Marketing 4.0 scale in a cross-sectional emerging economy context. Recent data indicates that Saudi Arabia and India are leading the charts in GDP growth rates among large economies (Arab News, 2023). Both countries are witnessing massive growth in e-commerce, and branded apparel segment is booming (Statista, 2023). Hence, cross-national samples from these two countries are considered. The study examines the Marketing 4.0 impact on OCE and ORPI and the mediation impact of OCE between Marketing 4.0 and ORPI. It also advances the understanding of ORPI and its antecedents. The study lends insights into whether Marketing 4.0 contributes to OCE and ORPI. OCE’s mediation impact is a novel contribution to the literature because no study has explored OCE as a mediator between Marketing 4.0 and ORPI. Our findings have important implications for practitioners.