International Journal of Online Marketing (IJOM) - Current IssueInternational Journal of Online Marketing (IJOM)https://www.igi-global.com/journal/international-journal-online-marketing/41737IGI GlobalenInternational Journal of Online Marketing (IJOM)2156-17532156-1745© 2022 IGI Globalecontent@igi-global.comInternational Journal of Online Marketing (IJOM)https://coverimages.igi-global.com/cover-images/covers/ijom.pnghttps://www.igi-global.com/journal/international-journal-online-marketing/41737Investigating Marketing Communication Mix on Brand Performance Indicatorshttps://www.igi-global.com/article/investigating-marketing-communication-mix-on-brand-performance-indicators/299400In today’s world of business, an increased number of brands are competing in order to gain market share. As a result, companies’ promotion has become more significant in order to reach out to target customers. Effective financial service (FS) delivery is driven by the strategic application of each element of the marketing communication mix (MCM) in the organization. The population of this study was employees in Ghanaian organizations where the MCM tools are known to be frequently used and their customers. Confirmatory Factor Analysis (CFA) Fit Statistics for the Measurement and Structural Models were used. The first four models were the measurement models of MCM, brand quality, brand loyalty, and brand performance respectively. The fifth model is the structural model through which all relationships and hypotheses were tested simultaneously. The study finds that, the first four models did not produce a good fit because they failed to meet the following criteria: p-value > 0.05; RMSEA < .08; TLI > .90; GFI > .80; and AGFI > .90.10.4018/IJOM.299400International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-21Frimpong, Francis Kofi SobreHope, EricAnane-Donkor, LindaMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211212022-01-01T05:00:00ZEffect of Social Media Personalization on Brand Strengthhttps://www.igi-global.com/article/effect-of-social-media-personalization-on-brand-strength/299401Personalization is now used at every corner and position of social media sites. Using Personalization in marketing communication is an effective communication strategy for many businesses to improve customer satisfaction, increase sales in a reduced advertising budget. This research is an attempt to measure the impact of personalized advertisement on customers' social media account. This empirical research develops and tests a conceptual model using the structural modeling technique of the data collected from Facebook users, who have seen any personalized advertisement of the preferred brand on their Facebook account. Results suggest that personalized advertisement of the brand in customers' social media accounts is positively related to brand experience. Brand experience is also positively related to brand equity and mediates the relationship between perceived personalization and customer-based brand equity. Both brand experience and brand equity collectively enhance the brand strength of the brand advertised on Facebook.10.4018/IJOM.299401International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-22Shukla, MahimaGupta, RahulMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211222022-01-01T05:00:00ZImpact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivershttps://www.igi-global.com/article/impact-of-social-media-marketing-activities-on-purchase-intentions-via-customer-equity-drivers/299402In the light of growing interest and usage of social networking sites, smartphones, and internet availability, this study aims to analyze the impact of social media marketing activities on the purchase intentions of the customer via customer equity drivers- relationship equity, value equity and, brand equity in the context of the smartphone industry. An online survey was conducted with a total of 343 respondents who were active users of social media. The collected data were analyzed using structural equation modeling. The findings of the study revealed that interactivity was the most important dimension of social media marketing activities (SMMAs) and personalization and e-WOM being the second one. SMMAs were found to have a significant impact on customer equity drivers and value equity and brand equity were positively related to the purchase intentions of the customers. The findings of the study will help managers to develop SMMA strategies and boosting future sales by influencing the purchase intentions of the customers through perceived SMMA.10.4018/IJOM.299402International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-19Aggarwal, RadhikaMittal, SanjivMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211192022-01-01T05:00:00ZSocial Media Influencer Endorsementhttps://www.igi-global.com/article/social-media-influencer-endorsement/299403This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous studies of endorsements, factors, which affect the brand attitude, were chosen. The factors are trust and expertise from the source credibility model, follower ratio, brand congruency with the influencer personality, and sponsorship disclosure. Primary data was collected using a structured survey of 220 respondents. The analysis was performed using Preacher and Hayes Mediation model 4 and multiple linear regression. From the results of the path and mediation analysis, it is concluded that there is a mediation effect on brand attitude by expertise, brand congruency, and follower ratio. The research helps digital marketers to choose collaborations with social media influencers more effectively to create a positive brand attitude.10.4018/IJOM.299403International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-14Rayasam, Lakshmi SatyaKhattri, VarshaMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211142022-01-01T05:00:00ZThe Effect of Self-Service Technologies on Customer Experiences in Bankinghttps://www.igi-global.com/article/the-effect-of-self-service-technologies-on-customer-experiences-in-banking/299404The surge in self-service technologies (SSTs) adoption in the banking industries across the globe has changed customers' banking experiences. Customers have developed a passion for SSTs which has affects their intentions to save with a bank. The positive effects of employing SSTs in the banking industries are evident in literature however, little is known on how SSTs affect customer experiences in the banking industries of developing countries like Ghana. The study involved a sample of 384 banking customers in Ghana. The study confirms the positive effects of SSTs adoption on customer experiences. The study establishes that customers' adoption of SSTs is influenced by their perception of SSTs usefulness and ease of use which increases their satisfaction level. The study finds out that when SSTs are deployed individually, they have no effect on customer experiences in the banking sector. However, when the individual SSTs are combined in usage, they collectively produce a positive effect on customer banking experience.10.4018/IJOM.299404International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-18Marfo, John SerbeOwusu-Bio, Matilda KokuiAsamoah, PastyMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211182022-01-01T05:00:00ZDeterminants of Online Purchase Intention of Apparel Products in Lebanonhttps://www.igi-global.com/article/determinants-of-online-purchase-intention-of-apparel-products-in-lebanon/288422This study investigates factors (perceived usefulness, perceived ease of use, privacy concerns, trust, innovativeness, and perceived benefits) affecting Lebanese consumers’ attitude toward online purchasing and their intention to purchase online. Data collected from 416 online shoppers were analyzed using regression analysis. All the factors affect attitude towards online purchasing except trust and privacy concerns which were not supported. In addition, results show that attitude toward online purchasing affect online purchase intention. This study is the first to empirically examine factors influencing online purchase intention towards apparel products in Lebanon. The study provides insight from an overlooked emerging country, Lebanon.10.4018/IJOM.288422International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-18Mostafa, Rania B.Hannouf, Hassan NaimMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211182022-01-01T05:00:00ZFlow Experience and Consumer Willingness to Pay in Online Mass Customization Processeshttps://www.igi-global.com/article/flow-experience-and-consumer-willingness-to-pay-in-online-mass-customization-processes/288423This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete the questionnaire. The analyses suggest that flow experience has a direct effect on consumers’ WTP and an indirect effect on purchase probability through the mediating role of perceived value of mass customized products. Furthermore, perceived value of a mass customized product has a significant effect on purchase probability and no effect on WTP found in the analyses.10.4018/IJOM.288423International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-21Canarslan, Nur ÖzerBariş, GülfidanMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211212022-01-01T05:00:00ZOnline Retail Store Community Engagement and Its Impact on Purchase Intentions in the Context of Online Reviewshttps://www.igi-global.com/article/online-retail-store-community-engagement-and-its-impact-on-purchase-intentions-in-the-context-of-online-reviews/288424Consumers want to engage with the retail store community in the shopping context. This study examines how consumers’ perceptions of source credibility and perceived usefulness of online reviews impact an intention to engage with the online retail store community and purchase intentions. The study also identifies differences when reviews are posted by customers versus store employees. Results show that the proposed relationships within the structural model are significant and reviews posted by store employees are seen as more credible, whereas reviews posted by other customers are perceived to be more useful. Theoretical and managerial implications are discussed.10.4018/IJOM.288424International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-15Peters, CaraBodkin, Charles D.MarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211152022-01-01T05:00:00ZUnderstanding the Intention to Use Virtual Currency in a Gamified E-Commerce Contexthttps://www.igi-global.com/article/understanding-the-intention-to-use-virtual-currency-in-a-gamified-e-commerce-context/288425Gamification is all about using game features in a serious context to encourage people to use products or services. E-commerce has used gamification for marketing determinations to strengthen intent to use. Technology Acceptance Model is employed in the current study to investigate the intention to use gamified virtual currency in the Indian context. A survey was used to accumulate records from a random sample of relevant virtual currency users in an e-commerce context using a quantitative approach. Structural equation modeling (SEM) is expended for data analysis in this research. This empirical research shows the incremental impact of the users' perceptions of the ease of use and usefulness on intention to use virtual currency. The variable attitude seems to be not mediating significantly. There are also discussions, restrictions, and future research directions mentioned in this study10.4018/IJOM.288425International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-14George, AnoopJoy, Manu MelwinMuhammed Sajid.Muhammed Nowfal S.MarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211142022-01-01T05:00:00ZSkepticism Toward Online Advertisinghttps://www.igi-global.com/article/skepticism-toward-online-advertising/288426Despite the enormous spending on digital advertising, consumers are skeptical toward online advertising (STA). We integrated advertising value and stimulus-organism- response (SOR) frameworks to develop a model of STA's causes and consequences. Product knowledge and perceived ethics of online seller (ETH) were proposed as moderators. For study 1, moderated-moderated mediation technique was applied on the time-lagged data of 411 consumers. For study 2, a between-subject experiment (n = 179) compared the effects of skepticism across video and picture ads. The results indicate that ETH and product knowledge moderated the relationships between stimulus-organism and organism-response states, respectively. Moreover, consumers showed favorable attitudes toward video ads. This study made novel contributions to research on STA by filling multiple voids (a) integration of advertising value and SOR (b) infotainment and puffery as predictors (c) product knowledge and perceived ethics of online seller as moderators (d), and comparison across advertisement type (video vs. picture).10.4018/IJOM.288426International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-21Jamil, Raja AhmedQayyum, AbdulLodhi, Mohammad SaeedMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211212022-01-01T05:00:00ZFactors Affecting the Behavioural Intentions of Indian Millennialshttps://www.igi-global.com/article/factors-affecting-the-behavioural-intentions-of-indian-millennials/306975Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.10.4018/IJOM.306975International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-16Chakraborty, SamantakAzam, Mohammad KhalidSanaMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211162022-01-01T05:00:00ZThe Impact of Credibility Attributes on Consumer Intention to Adopt Information on Social Networking Siteshttps://www.igi-global.com/article/the-impact-of-credibility-attributes-on-consumer-intention-to-adopt-information-on-social-networking-sites/299393This study examines the effect of consumers’ perceived credibility of information on SNS on their attitude and intention to adopt this information in the Arab world. The study adopted a quantitative research approach using a survey questionnaire conducted among 317 individuals. Structural equation modelling was conducted. The results highlighted that there are positive direct effects of authority cues, expertise, trustworthiness, social identity and argument strength on perceived credibility. Although both authority cues and transparency have non-significant direct effects on perceived credibility, they have positive direct effects on attitude and indirect effects on intention via attitude. Finally, the positive impact of credibility on intention is mediated by attitude. This study contributes to the literature on the credibility of information on SNS and its effect on consumers’ intention to adopt it.10.4018/IJOM.299393International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-22Elsantil, YasmeenEid, RiyadBedair, KhaledMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211222022-01-01T05:00:00ZCan Perceived Ease of Use Improve M-Commerce Adoption?https://www.igi-global.com/article/can-perceived-ease-of-use-improve-m-commerce-adoption/299394In India, e-commerce sector is rising at an enormous pace, but even larger share is in the hands of offline retailers till now. A unique type of consumer behaviour has been seen because of the simple accessibility of the internet, where the customer searches for products and its information on the internet and then buys them offline. With this the researcher is here analysing the mediating effect of perceived ease of use on adoption of M-commerce services with the usage of advance mobile network generations. Data were collected from 616 respondents by making stratas of respondents in such a way that different telecom users who are doing online transactions were taken. Data were analysed by using Structural Equation Modeling technique and it was examined that the mediator (perceived ease of use) has a great impact on M-commerce adoption.10.4018/IJOM.299394International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-14Sharma, KirtiMadan, PankajMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211142022-01-01T05:00:00ZRelationship Between Factors of Online Marketing and Student Enrollment Decisions in Higher Educationhttps://www.igi-global.com/article/relationship-between-factors-of-online-marketing-and-student-enrollment-decisions-in-higher-education/299395The aim of this paper is to identify the relationship between factors of online marketing and enrolment decision in higher education. With increasing number of higher education institutions, it has become important for these institutions to attract students for enrollment and this paper will help them to do so. With extensive literature review the gap was identified and impact of online marketing on each step of college selection process is tested data was collected from various colleges from Nepal. The sample size of the data was 800 and data was collected through structured questionnaire. SPSS and AMOS software were used to analyze the data. Factor analysis has been done and Structural Equation Modeling has been used in the study to show the relationship between the variables. Findings of the study showed that there is a significant relationship between factors of online marketing and enrollment decision in higher education.These findings will be helpful for higher education institutions for increasing the enrollment number.10.4018/IJOM.299395International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-18Bohara, SailajaGupta, AshulekhaPanwar, DikshaMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211182022-01-01T05:00:00ZA Systematic Analysis of Content Structural Efficiency for Estimating Higher Educational Institution Engagement Over Facebookhttps://www.igi-global.com/article/a-systematic-analysis-of-content-structural-efficiency-for-estimating-higher-educational-institution-engagement-over-facebook/299396The purpose of this research article is to examine the Facebook content themes and structural efficiency of higher education institutions in order to understand how these factors influence engagement. The sample consisted of 4703 Facebook posts from the top ten most popular Indian and global higher education institution pages. The platform engagement options were used to categorize audience reactions, while structural attributes were examined in accordance with applicable theory using a negative binomial regression model. Factor analysis and descriptive metrics were used to evaluate theme efficacy. The findings highlight the significance of developing a comprehensive assessment of content structural efficiency. The paper presents a number of evidence-based recommendations for projecting and estimating content performance. This study adds to the body of knowledge by first merging the content subject with its structural parts. Previously, the content theme was thought to be a qualitative unit.10.4018/IJOM.299396International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-21Saikia, PrakritBarman, HimadriMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211212022-01-01T05:00:00ZExploring the Impact of E-Marketing on Consumers' Online Cognitive and Affective Tendencies in Developing Nationshttps://www.igi-global.com/article/exploring-the-impact-of-e-marketing-on-consumers-online-cognitive-and-affective-tendencies-in-developing-nations/299397Consumers have become smarter therefore smart techniques are required to grab their paramount interest toward a particular product or service. Since advanced information communications technologies (ICTs) have radically changed the business operations whereas marketing paradigm is also dramatically transformed the promotional tactics by utilizing innovative ICTs. Corporate and researchers still believe that more work is required to unveil the role of evolving ICTs in boosting the marketing communications to attract the consumers in today’s era. Our study investigates the nexus between e-marketing (eM) model and consumers’ impulsive buying tendencies (IBTs) using two core streams, i.e., cognitive and affective tendencies drawing on theory of planned behavior (TPB). The key findings illustrated that eM has positive influence on consumers’ IBTs (i.e., cognitive and affective). In addition, comprehensive linkages affirmed the positive connection of each dimension of eM, i.e., mobile marketing, email marketing, and internet marketing on consumer’s IBTs.10.4018/IJOM.299397International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-14Waheed, AbdulAfzal, NargisShahzad, Muhammad FaisalArif, FarrahUsman, MuhammmadRashid, YasirMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211142022-01-01T05:00:00ZDoes Personality Influence the Frequency of Online Purchase Behavior?https://www.igi-global.com/article/does-personality-influence-the-frequency-of-online-purchase-behavior/299398Scholars have acknowledged the influence of personality traits on individuals’ behavior. However, the effect of personality on (repetitive) online purchase behavior remains under-explored. This is a considerable deficit in knowledge because a marketing paradigm has shifted its interest to examine strategies for attracting new buyers as well as retaining existing customers. To further the understanding of this issue, this paper attempts to examine the relationship between the Big Five personality traits — openness, conscientiousness, extraversion, agreeableness, and neuroticism — and the frequency of online purchases among 386 university students in Malaysia. Through a Structural Equation Modelling analysis, we found that extraversion, agreeableness, and neuroticism were positively related with the frequency of online purchases. In contrast, openness and conscientiousness showed no significant effect. Overall, this research suggests that marketers should target buyers with certain personality traits because they are likely to use online platforms more often for purchasing items.10.4018/IJOM.299398International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-15Ayob, Abu H.Wahid, Siti Daleela MohdOmar, Nor AsiahMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211152022-01-01T05:00:00ZDeterminants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencershttps://www.igi-global.com/article/determinants-of-influencer-credibility-and-platform-credibility-to-understand-the-effectiveness-of-indian-fashion-influencers/299399The concept of influencer marketing refers to the use of selected influencers to create and promote branded content to the influencer’s followers and the brand’s selected target market. Fashion Influencers on social media are the main transmitters of information to their network and play a successful new fashion diffuser. However, some influencers are proven to be more successful in doing so. Therefore, this paper aims to understand the factors pertaining to source credibility & platform credibility in determining influencer’s effectiveness on social media. A huge number of variables have been identified during the literature review for this study. The research design of the present study has been ‘quantitative’ and attempts to bring empirical findings. A structured questionnaire has been used to collect data from 367 respondents through a purposive sampling method and analyzed using SEM. This research study presents the findings and elaborative results in the context of India. Implications and recommendations of research are further discussed in the context of emerging markets.10.4018/IJOM.299399International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-16Rani, AnshuRoy, ArijitBoaler, MariaJagadeeswari, Itam UrmilaMarketingBusiness & ManagementMarketing2022-01-01T05:00:00Z1211162022-01-01T05:00:00Z