Search results for: positive attitude to online marketing

Authors: Rose Shayeghi, Pejman Hosseiniun, Ghasem Ghorbanirostam

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The present study was conducted to investigate the Iranian EFL learners’ attitudes toward the use of computer technology in language classes as a method of improving English learning. To this end, 120 male and female Iranian learners participated in the study. Instrumentation included a 20-item questionnaire. The analysis of the data revealed that the majority of learners had a positive attitude towards the application of CALL in language classes. Moreover, independent samples t-tests indicated that male participants had a significantly more positive attitude compared with that of the female participants. Finally, the results obtained through ANOVA revealed that the youngest age group had a significantly more positive attitude toward the use of technology in language classes compared to the other age groups.

Keywords: EFL learners, Iranian learners, CALL, language learning

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Authors: Majid Omidikhankahdani, Maryam Omidikhankahdani

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Chabahar city located southeast of Iran and is one of strategic regional port in Oman sea aim of this study was measuring Chabahar city resident perceptions about tourism positive and negative effect. 322 participants selected via random sampling and fill questionnaire about their attitude toward tourism economic, social cultural and environment positive and negative impact. the result showed perspective of resident tourism have more positive effect than negative effect, also pair sample t test showed significant difference between positive and negative effect of tourism in favor positive effect.

Keywords: tourism economic effect, tourism environment, residents attitude, tourism social-cultural

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Authors: Pui-Lai To, E-Ping Sung

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The purpose of this study is to investigate hedonic online shopping motivations. A qualitative analysis was conducted to explore the factors influencing online hedonic shopping motivations. The results of the study indicate that traditional hedonic values, consisting of social, role, self-gratification, learning trends, pleasure of bargaining, stimulation, diversion, status, and adventure, and dimensions of flow theory, consisting of control, curiosity, enjoyment, and telepresence, exist in the online shopping environment. Two hedonic motivations unique to Internet shopping, privacy and online shopping achievement, were found. It appears that the most important hedonic value to online shoppers is having the choice to interact or not interact with others while shopping on the Internet. This study serves as a basis for the future growth of Internet marketing.

Keywords: internet shopping, shopping motivation, hedonic motivation

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Authors: Ann Devitt, Mairead Brady, Markus Lamest, Stephen Gomez

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This study set out to explore the use of an online collaborative serious game for student learning in a postgraduate introductory marketing module. The simulation game aimed to bridge the theory-practice divide in marketing by allowing students to apply theory in a safe, simulated marketplace. This study addresses the following research questions: Does an online marketing simulation game engage students higher order cognitive skills? Does collaborative activity required develop students’ “soft” skills, such as communication and negotiation? What specific affordances of the online simulation promote learning? This qualitative case study took place in 2014 with 40 postgraduate students on a Business Masters Programme. The two-week intensive module combined lectures with collaborative activity on a marketing simulation game, MMX from Pearsons. The game requires student teams to compete against other teams in a marketplace and design a marketing plan to maximize key performance indicators. The data for this study comprise essays written by students after the module reflecting on their learning on the module. A thematic analysis was conducted of the essays using the following a priori theme sets: 6 levels of the cognitive domain of Blooms taxonomy; 5 principles of Cooperative Learning; affordances of simulation environments including experiential learning; motivation and engagement; goal orientation. Preliminary findings would strongly suggest that the game facilitated students identifying the value of theory in practice, in particular for future employment; enhanced their understanding of group dynamics and their role within that; and impacted very strongly, both positively and negatively on motivation. In particular the game mechanics of MMX, which hinges on the correct identification of a target consumer group, was identified as a key determinant of extrinsic and intrinsic motivation for learners. The findings also suggest that the situation of the simulation game within a broader module which required post-game reflection was valuable in identifying key learning of marketing concepts in both the positive and the negative experiences of the game.

Keywords: simulation, marketing, serious game, cooperative learning, bloom's taxonomy

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Authors: Muhammad Awais Kiani, Maryam Kiani

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In today's digital age, the field of electronics engineering is experiencing unprecedented growth and innovation. To keep pace with this rapidly evolving industry, effective sales and marketing strategies are crucial, especially when combined with the power of e-commerce. This study explores the significance of integrating sales and marketing techniques with e-commerce platforms in the context of electronics engineering. It highlights the benefits, challenges, and best practices in leveraging e-commerce for sales and marketing in this industry. By embracing e-commerce, electronics engineering companies can reach a wider customer base, enhance brand visibility, and personalize customer experiences. Furthermore, this abstract delves into the importance of utilizing digital marketing tools such as search engine optimization (SEO), social media marketing, and content creation to optimize online sales. Therefore, this research aims to provide insights and recommendations for electronics engineering professionals to effectively navigate the dynamic landscape of sales and marketing in conjunction with e-commerce.

Keywords: electronics engineering, marketing, sales, E-commerce

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Authors: Nikita Bharadia, Vikas Gupta, Sushant Koshy

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Mobile phone applications (“apps”) have generated substantial interest among marketers and researchers because of the developments in the smartphone technology and the availability of affordable phones to a large number of consumers. Apps are enabling brands to engage with consumers at any time and any place. This study utilizes a pre-test/post-test experimental design to determine if apps can have a persuasive impact on the consumer attitude towards the brand and her purchase intention. The study also tests the impact of informational vs. interactive style of apps on categories with high and low level of involvement. The results show that for high involvement brands, consumers have a predetermined brand image and apps that satisfy consumer needs through an interactive interface can increase purchase intention. For low involvement brands, while informational apps do not create substantial engagement, interactive apps can increase consumer focus on the brand and establish personal connect with the consumers. This has a positive impact in the attitude towards the brand. These results suggest that understanding how to maximize the consumer interaction with mobile phone apps will be a key topic of future research. This research indicates that managers need to evaluate the how apps can solve consumer needs before investing resources towards digital marketing campaign for their brands, following the global trend to capitalize on the digital platforms.

Keywords: App execution style, high and low involvement categories, mobile marketing, smartphone applications

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Authors: Ing-Jen Hung, Tzu-Chien Wang

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Nowadays, customers can interact with firms through miscellaneous online ads on different channels easily. In other words, customer now has innumerable options and limitless time to accomplish their commercial activities with firms, individualizing their own online customer journey. This kind of convenience emphasizes the importance of online advertisement allocation on different channels. Therefore, profound understanding of customer behavior can make considerable benefit from optimizing fund allocation on diverse ad channels. To achieve this objective, multiple firms utilize numerical methodology to create data-driven advertisement policy. In our research, we aim to exploit online customer click data to discover the correlations between each channel and their sequential relations. We use LSTM to deal with sequential property of our data and compare its accuracy with other non-sequential methods, such as CART decision tree, logistic regression, etc. Besides, we also classify our customers into several groups by their behavioral characteristics to perceive the differences between all groups as customer portrait. As a result, we discover distinct customer journey under each customer portrait. Our article provides some insights into marketing research and can help firm to formulate online advertising criteria.

Keywords: LSTM, customer journey, marketing, channel ads

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Authors: Marike Venter de Villiers, Alicia Kruger

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The rapid development of the Internet has facilitated the proliferation of online stores. It has, therefore, become a pertinent issue for online retailers to provide the ultimate experience to customers in an attempt to maintain market share in this competitive landscape. Experiential marketing refers to the sensory dimensions that consumers experience when being faced with a purchase decision, such as getting them to sense, feel, think, act, and relate. The goal of experiential marketing is to provide a holistic experience for customers that allow them to engage in an activity where they may be motivated to purchase the concept behind the product. Creating a unique online experience holds several benefits to brands such as increased customer satisfaction, increased revisit intention, and higher levels of customer loyalty. Although several studies have explored the topic of experiential marketing in an online context, a lack of research exists on South African consumers, an emerging economy that is often overlooked globally. More specifically, the present study focused on professional females and their perceptions of experiential marketing when shopping for fashion products online. The main purpose of this study was to investigate the experiential factors that influence the online purchase intention of fashion products among female professionals. Furthermore, this study aimed to achieve the following objectives: firstly, to gain insight into key website characteristics that consumers value when shopping online for fashion products; secondly, to apply Pine and Gilmore’s (1989) Four Realms of an Experience (entertainment, education, esthetics, and escapism) to ground the study; and thirdly, to gain in-depth insight into the importance of these dimensions and identifying sub-categories that fashion marketers can use to enhance consumers’ online experience. By means of a qualitative study, a focus group was conducted comprising six professional females by using semi-structured questions. Respondents were selected using convenience sampling, and the results were analyzed using thematic analysis. The present research suggests that three of the four realms of experience influence purchase intention of fashion products online, namely, escapism, esthetics, and education. The fourth dimension, pleasure, was present but to a lesser degree. In other words, ‘escapism’ provides online shoppers with a sense of emotional and intellectual pleasure, while ‘esthetics’ refers to the website design, functionality, and product range, and ‘education’ comprises the product information such as the quality, fabric, price and available sizes. The findings of this study provide fashion marketers with insight into how they can maximize on experiential marketing when selling fashion products online. It further provides strategies and techniques for creating an enhanced online experience that ultimately may lead to increased purchase intention.

Keywords: experiential marketing, fashion, online, retail

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Authors: Fredrick Olatunji Ajegbomogun, Clement Ola Adekoya

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Mathematics has, for ages, been an essential subject in the education curriculum across the globe. The word mathematics scares the majority of undergraduate students and even more library and information science (LIS) students who have not seen the pertinence of the subject to their academic pursuits. This study investigated mathematics anxiety and attitudes among LIS undergraduate students in Nigerian universities. The study adopted a descriptive survey research design. Multi-stage and convenient sampling techniques were used for the study. Data were collected using a questionnaire and analyzed using descriptive statistical tools. It was found that mathematics is important in LIS education. The students displayed a high level of anxiety toward mathematics. The students have a negative attitude toward mathematics. However, the hypotheses tested revealed that while the LIS female undergraduate students displayed low levels of anxiety and a positive attitude toward mathematics, the level of anxiety of the male undergraduate students was high, and their attitude toward mathematics was negative. It was recommended that LIS undergraduate students develop a positive attitude towards mathematics and appreciate that the paradigm shift in the practice of librarianship is towards mathematics as a way of developing technological tools (hardware and software) to facilitate the effective delivery of library services.

Keywords: anxiety, attitude, library and information science, mathematics anxiety, undergraduate students, Nigerian universities

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Authors: Wei Lu

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With the development of information technology in China, network consumption is becoming more and more popular. As a special group, college students have a high degree of education and distinct opinions and personalities. In the future, the key groups of network consumption have gradually become the focus groups of network consumption. Studying college students’ online consumption behavior has important theoretical significance and practical value. Based on the Stimulus-Organism-Response (SOR) driving model and the structural equation model, this paper establishes the influencing factors model of College students’ online consumption behavior, evaluates and amends the model by using SPSS and AMOS software, analyses and determines the positive factors of marketing college students’ consumption, and provides an effective basis for guiding and promoting college student consumption.

Keywords: college students, online consumption, stimulate-organism-reaction driving model, structural equation model

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Authors: Omer Ozer, Murat Yikilmaz, Ahmet Altinok, Ferhat Bayolu

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There is an increasing number of online counseling services, studies exploring clients’ and counselors’ attitudes toward online counseling services are needed to provide effective and efficient mental health counseling services. The purpose of this study is to investigate counselors’ attitudes toward online counseling in relation to counselors’ genders, their daily usage of computer, their total usage of computer, and their self-efficacy in computer usage. In this study, Personal Information Form, specific items from the Online Counseling Attitudes Scale, and the Face-to-Face Counseling Attitudes Scale were given to 193 counselors to measure attitudes toward online counseling. Data were analyzed by using independent samples t-test and one-way ANOVA. There were no statistically significant differences counselors’ attitudes toward online counseling and counselors’ gender, their daily usage of computer, their total usage of computer, and their self-efficacy in computer usage. The implications of these findings have been discussed in the literature review to provide some suggestions to researchers in the counseling profession.

Keywords: online counseling, counselor, attitude, counseling service

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Authors: Musarrat Jabeen, Fatima Zahra Khan, Hamida Bano, Faiza Anjum, Sara Tahir, Kainat Umar, Uzma Azam

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The aim of this study was to examine the effect of gender norms and gender equality on depression and quality of life among young and old married couples. The sample consisted of 60 old and 100 young married couples. It was mainly conducted in Islamabad, Pakistan. However, since it was convenient and snowball sampling, we were able to get the data from other cities of Pakistan as well. By using Beck Depression Scale (Aaron T. Beck), Satisfaction with Life Scale (Diener), the Ambivalent Sexism Inventory (Glick & Fiske,1996), and Gender Norms Attitude Scale(Waszak et al., 2000). It was found that the old couples have a high quality of life than young couples, which further proved them to have positive attitude towards gender equality, negative attitude towards gender norms and low level of depression. Also, couples having positive attitude towards gender equality have high level of satisfaction with life than the ones having negative attitude towards gender norms, who have low level of depression. Also, having a negative attitude towards gender norms has adverse effects on the level of depression. To achieve a high quality of life, it would be helpful to evolve with the world, especially with respect to the concepts of gender norms and equality.

Keywords: depression, gender equality, gender norms, married couples, quality of life

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Authors: Sonia Arradaza-Pajaron, Maria Aida Manila

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Teaching is considered the noblest yet believed to be one of the most complicated and challenging professions. Along this view, every teacher-producing institution should look into producing quality pre-service graduates who are efficacious enough with the right attitude and to deal with the task accorded to them. This study investigated the association between self-efficacy and attitude of graduating pre-service teachers with their actual student teaching performance. Survey questionnaires on self-efficacy and attitude toward practice teaching were fielded to the 90 actual respondents while their practice teaching grade was extracted to serve as the other main variable. Data were analyzed and treated statistically utilizing weighted mean and Pearson r to determine the relationship of variables of the study. Findings revealed that attitude of respondents of the three curricular programs was favorable, and they are self-efficacious. Their practice teaching performance was interpreted as very good. Results further showed a significant positive relationship between their self-efficacy and practice teaching performance. It showed that their rating was a manifestation of self- efficacious group. Although they exude positive attitude towards practice teaching, yet no significant relationship was seen with their attitude and performance. Moreover, data manifested that most of them can pay attention during their conduct of lessons in the class, as well as, listen attentively to their cooperating teachers during post conferences. They can perform student teaching tasks better even when there were other interesting things to do. Most of all, they can regulate or suppress not so pleasant thoughts or feelings and take things lightly even in most challenging situations. As gleaned from the results, it can be concluded that there was an association between self-efficacy and practice teaching performance of the respondents.

Keywords: academic achievement, attitude, self-efficacy, student teaching performance

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Authors: E. Happ, Zs. Ivancsone Horvath

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With the development of the information technology, IT, sector, all industry of the world has a new path, dealing with digitalisation. Tourism is the most rapidly increasing industry in the world. Without digitalisation, tourism operators would not be competitive enough with foreign destinations or other experience-based service providers. Digitalisation is also necessary to enable organizations, which are interested in tourism to meet the growing expectations of consumers. With the help of digitalisation, tourism providers can also obtain information about tourists, changes in consumer behaviour, and the use of online services. The degree of digitalisation in tourism is different for different services. The research is based on a questionnaire survey conducted in 2018 in Hungary. The sample with more than 500 respondents was processed by the SPSS program, using a variety of analysis methods. The following two variables were observed from more aspects: frequency of travel and the importance of services related to online travel. With the help of these variables, a cluster analysis was performed among the participants. The sample can be divided into two groups using K-mean cluster analysis. Cluster ‘1’ is a positive group; they can be called the “most digital tourists.” They agree in most things, with low standard deviation, and for them, digitalisation is a starting point. To the members of Cluster ‘2’, digitalisation is important, too. The results show what is important (accommodation, information gathering) to them, but also what they are not interested in at all within the digital world (e.g., car rental or online sharing). Interestingly, there is no third negative cluster. This result (that there is no result) proves that tourism uses digitalisation, and the question is only the extent of the use of online tools and methods. With the help of the designed consumer groups, the characteristics of digital tourism segments can be identified. The help of different variables characterised these groups. One of them is the frequency of travel, where there is a significant correlation between travel frequency and cluster membership. The shift is clear towards Cluster ‘1’, which means, those who find services related to online travel more important, are more likely to travel as well. By learning more about digital tourists’ consumer behaviour, the results of this research can help the providers in what kind of marketing tools could be used to influence the consumer choices of the different consumer groups created using digital devices, furthermore how to conduct more detailed and effective marketing activities. The main finding of the research was that most of the people have digital tools which are important to be able to participate in e-tourism. Of these, mobile devices are increasingly preferred. That means the challenge for service providers is no longer the digital presence but having optimised application for different devices.

Keywords: cluster analysis, digital tourism, marketing tool, tourist behaviour

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Authors: Adisai Thovicha

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This study is the survey research, designed to study the work happiness level of personnel at Suan Sunandha Rajabhat University. The sample group consisted of 329 personnel. The results were collected by stratified sampling, using work positions for each stage. The results were analyzed and calculated by computer program. Statistics used during analyzing were percentage, mean, and standard deviation. From the study, the work happiness level of personnel were in very high score range in both overall and specific category. The top category which received the most score was positive attitude, work satisfaction, life satisfaction, and negative attitude.

Keywords: work happiness, Suan Sunandha Rajabhat University, personnel, positive attitude

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Authors: Lorato Itumeleng Kenosi

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Background: Negative attitudes towards the mentally ill are widespread and a course for concern as they have a detrimental impact on individuals affected by mental illness. A possible avenue for changing attitudes towards mental illness is through mental health literacy. In a college or university setting, an abnormal psychology course may be introduced in an attempt to change student’s attitudes towards the mentally ill. Objective: To determine if and how students’ attitudes towards the mentally ill change as a result of taking a course in abnormal psychology. Methods: Twenty nine (29) students were recruited from an abnormal psychology class at the University of Botswana. Attitude Scale for Mental Illness (ASMI) questionnaire was administered to participants at the beginning and end of the semester. SPSS was employed to analyze data. Pooled means were used to determine whether the student’s attitudes towards mental illness were negative or positive. A mean of 2.5 translated to negative attitude for both total attitude and attitudes in different domains of the scale. Paired sample t-test was then used to assess whether any changes noted in attitudes were statistically significant or not. Statistical significance was assumed at p < 0.05. Results: Students’ general attitude towards mental illness remained positive although the pooled mean value increased from 2.08 to 2.24. The change was not statistically significant. In relation to different sub scales, the values of the pooled means for all the sub scales showed an increase although the changes were not statistically significant except for the Stereotyping sub scale (p = 0.031). The stereotyping domain reflected a statistically significant change in student’s attitude from positive attitude to negative (X² = 2.06 to X² = 2.55). For the pessimistic prediction domain, students consistently showed a negative attitude (X² = 3.34 to X² = 3.55). The other 4 domains indicated that students had positive attitude toward mentally ill throughout. Discussion: Abnormal psychology students have a positive attitude towards the mentally ill generally. This could be attributed to the fact that all students in the abnormal psychology course are majoring in psychology and research has shown that interest in psychology can affect one’s attitude towards mental illness. The students continuously held the view that people with mental illness are unlikely to improve as evidenced by a high score for Pessimistic prediction domain for both pre and post-test. Students initially had no stereotyping attitude towards the mentally ill, but at the end of the course, they were of the opinion that people with mental illness can be defined in a certain behavioural pattern and mental ability. This results could be an indication that students have learnt well how to differentiate abnormal from normal behaviour not necessarily that students had developed a negative attitude. Conclusion: A course in abnormal psychology does have an impact on the students’ attitudes towards the mentally ill. The impact does not solely depend on knowledge of mental illness but also on several other factors such as contact with the mentally ill, interest in psychology, and teaching methods. However, it should be noted that sometimes improved knowledge in mental illness can be misunderstood for a negative attitude. For example, stereotyping attitudes may be a reflection of the ability to differentiate between abnormal and normal behaviour.

Keywords: attitudes, mental illness, psychopathology, students

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Authors: Yuxuan Liu, Jianli Hao, Ruoyu Zhang, Lin Lin, Nelsen Andreco Muljadi, Yu Song, Guobin Gong

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With the increased municipal waste of China, household waste management (HWM) has become a key issue for sustainable development. In this study, an online survey questionnaire was conducted with the aim of assessing the current attitudes and behaviors of the households in China towards waste separationand recycling practices. Related influential factors are also determined within the context of the theory of planned behavior and PEST analysis. The survey received a total of 551 valid respondents. Results showed that the sample has an overall positive attitudes and behavior toward participating in HWM, but only 16.3% of themregularly segregate their waste. Society and policy are also found to be the two most impactful factors.

Keywords: householde waste management, theory of planned behavior, attitude, behavior

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Authors: Qian Sun, Dannie Dai, Vivian Lou

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Background: Changes in population structure and modernization have left traditional channels of achieving intergenerational solidarity in crisis. Policies and projects purposefully structuring intergenerational interaction are regarded as effective ways to enhance positive attitude changes between generations. However, few inter-generational interaction program has put equal emphasis on promoting positive changes on both attitude and behavior across generational groups. Objective: This study evaluated the effectiveness of an intergenerational interaction program which aims to facilitate positive attitude and behavioral interaction between both young and old individuals in Hong Kong. Method: A quasi-experimental design was adopted with the sample of 150 older participants and 161 young participants. Among 73 older and 78 young participants belong to experiment groups while 77 older participants and 84 young participants belong to control groups. The Age Group Evaluation and Description scale (AGED) was adopted to measure attitude toward young people by older participants and the Chinese version of Kogan’s Attitude towards Older People (KAOP) as well as Polizzi’s refined version of the Ageing Semantic Differential Scale (ASD) were used to measure attitude toward older people by the younger generation. The interpersonal behaviour of participants was assessed using Beglgrave’s behavioural observation tool. Six primary verbal or non-verbal interpersonal behaviours including smiles, looks, touches, encourages, initiated conversations and assists were identified and observed. Findings Effectiveness of attitude and behavior changes on both younger and older participants was confirmed in results. Compared with participants from the control group, experimental participants of elderly showed significant positive changes of attitudes toward the younger generation as assessed by AGED (F=138.34, p < .001). Moreover, older participants showed significant positive changes on three out of six behaviours (visual attention: t=2.26, p<0.05; initiate conversation: t=3.42, p<0.01; and touch: t=2.28, p<0.05). For younger participants, participants from experimental group showed significant positive changes in attitude toward older people (with F-score of 47.22 for KAOP and 72.75 for ASD, p<.001). Young participants also showed significant positive changes in two out of six behaviours (visual attention: t=3.70, p<0.01; initiate conversation: t=2.04, p<0.001). There is no significant relationship between attitude change and behaviour change in both older (p=0.86) and younger (p=0.22) groups. Conclusion: This study has brought practical implications for social work. The effective model of this program could assist social workers and allied professionals to design relevant projects for nurture intergenerational solidarity. Furthermore, insignificant results between attitude and behavior changes revealed that attitude change was not a strong predictor for behavior change, hence, intergenerational programs against age-stereotype should put equal emphasis on both attitudinal and behavioral aspects.

Keywords: attitude and behaviour changes, intergenerational interaction, intergenerational solidarity, program design

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Authors: Peerawat Chailom, Pimgarn Suwan-Natada

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The objective of this study is to examine the effects of e-commerce integrated for export marketing strategy on export advantage and firm performance. This study indicates that e-commerce infrastructure, organizational learning for e-commerce, and internet dissemination were antecedent of e-commerce integrated for export marketing strategy. In additional, export expertise is moderating variable of the research. In this study, 151 export businesses in Thailand are the sample of study. The results of study indicate that e-commerce integrated for export marketing strategy has significant positive influences on export advantage and export performance. Moreover, e-commerce infrastructure, organizational learning for e-commerce, and internet dissemination are have positive effects on e-commerce integrated for export marketing strategy. For moderating effect, export expertise significant influences on the relationships between e-commerce integrated for export marketing strategy and export advantage, and significant influences on the relationships between e-commerce integrated for export marketing strategy and export performance. Theoretical and practical implications are presented. Conclusion and suggestions for future research are also discussed.

Keywords: e-commerce integrated for export marketing, e-commerce infrastructure, organizational learning for e-commerce, export performance

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Authors: Cynthia E. Nwobodo, A. E. Agwu

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The study was carried out in Benue State, Nigeria. Multi-stage sampling technique was used to select 120 respondents from two agricultural zones in the State. Data was collected using interview schedule. Descriptive statistics was used in data analysis. Findings showed that youth farmers in the area had positive attitude to climate change adaptation and mitigation as shown by their response to a set of positive and negative statement including: the youth are very important stakeholders in climate change issues (M= 2.91), youths should be encouraged to be climate change conscious (2.90), everybody should be involved in planting trees not just the government (M= 2.89), I will be glad to participate in climate change seminars (M= 2.89) among others. Findings on information seeking behavior indicate that majority (80.8 %) of the respondents sought climate change information from radio at an average of 19.78 times per month, 53.3 % sought from friends and neighbours at an average of 12.55 times per month and 42.5 % sought from family members at an average of 12.55 times per month among others. It was recommended that Youth farmers should be made important stakeholders in climate change policies and programmes since they have a very positive attitude to climate change adaptation and mitigation.

Keywords: adaptation, mitigation, attitude, climate change, youth farmers

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Authors: Mirna John Shawky Demian

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Mobile phones are now one of the direct marketing tools used to reach hard-to-reach consumers. Cell phones are very personal devices that you can carry with you anytime, anywhere. This gives marketers the ability to create personalized marketing messages and send them at the right time and place. The study examined consumer attitudes towards mobile marketing, particularly SMS marketing. Unlike similar studies, this study does not focus on young people, but the field study included consumers between the ages of 18 and 70.The results showed that the majority of participants found SMS marketing destructive. The biggest problem with SMS marketing is subscribing to message lists without the recipient's consent; large number of messages sent; and the irrelevance of message content. Experiential marketing is an unforgettable experience that remains deeply anchored in the customer's memory. Furthermore, customer satisfaction is defined as the emotional response to the experience provided to the customer in relation to specific products or services purchased. Therefore, experiential marketing activities can influence the level of customer satisfaction and loyalty.In this context, the study aims to examine the relationship between experiential marketing, customer satisfaction and loyalty to beauty products in Konya. The results of this study showed that experiential marketing is an important indicator of customer satisfaction and loyalty and that experiential marketing has a significant positive impact on customer satisfaction and loyalty.

Keywords: direct marketing, mobile phones mobile marketing, sms advertising, marketing sponsorship, marketing communication theories, marketing communication tools

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Authors: Amalia Triantafillidoy, Georgios Lappas, Prodromos Yannas, Alexandros Kleftodimos

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In this paper an experiment was conducted to assess the impact of online deliberation on citizens’ attitudes. Specifically, this research compared pre and post deliberation opinions of participants who deliberated online via an asynchronous platform regarding the issue of political opinion polls. Results indicate that online deliberation had a positive effect on citizens’ attitudes since it was found that following deliberation participants changed their views regarding public opinion polls. Specifically, online deliberation improved discussants perceptions regarding the reliability of polls, while suppressing their negative views about the misuse of polls by media, polling organizations and politicians.

Keywords: attitudes change, e-democracy, online deliberation, opinion polls

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Authors: Zaka Nisa, Farooq Sher

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Adverse drug reactions (ADRs) underreporting is a great challenge to Pharmacovigilance. Health care professionals have to consider ADR reporting as their professional obligation, an effective system of ADR reporting is important to improve patient health care and safety. The present study is designed to assess the knowledge, attitude, practice and factors associated with ADR reporting by health care professionals (physicians and pharmacists) in public and private hospitals of Pakistan. A pretested questionnaire was administered to 384 physicians and pharmacists in public and private hospitals. Respondents were evaluated for their knowledge, attitude, and practice related to ADR reporting. The data was analyzed using the SPSS statistical software, the factors which encourage and discourage respondents in reporting ADRs were determined. Most of the respondents have shown a positive attitude towards ADR reporting. The response rate was 95.32%. Of the 367 questionnaires, including 333 (86.5%) physicians and 34 (8.8%) pharmacists with the mean age 28.34 (SD= 6.69), most of the respondents showed poor ADR reporting knowledge (83.1%). The majority of respondents (78.2%) showed positive attitude towards ADR reporting and only (12.3%) hospitals have good ADR reporting practice. Knowledge of respondents in public hospitals (8.6%) was less as compare to those in the private hospitals (29.7%) (P < 0.001). Attitude of respondents in private hospitals was more positive (92.4%) than those in public hospitals (68.8%) (P < 0.001). No significant difference was observed in practicing of ADR reporting in public (11.8%) and private hospitals (13.1%) (P value 0.89). Seriousness of ADR, unusualness of reaction, new drug involvement and confidence in diagnosis of ADR were the factors which encourage respondents to report ADR, however, lack of knowledge regarding where and how to report ADR, lack of access to ADR reporting form, managing patients was more important than reporting ADR, legal liability issues were the factors which discourage respondents to report ADR. The study reveals poor knowledge and practice regarding ADR reporting. However positive attitude was seen regarding ADR reporting. There is a need of educational training for health care professionals as well as genuine and continuous efforts are required by Government and health authorities to ensure the proper implementation of ADR reporting system in all of the hospitals.

Keywords: adverse drugs reactions (ADR), pharmacovigilance, spontaneous ADR reporting, knowledge of ADR, attitude of health care profesionals, practice of ADR reporting

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Authors: Mahtab Talafian

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With the advent of technology over the last decades, participation in online communities and discussion forums has become increasingly popular. Many studies have been done on the negative role of the online world on human beings’ psychological well-being and mental health, while relatively less attention has been given to the potentially positive role of technology in promoting mental health. Miscarriage is a common and emotionally challenging experience for women, and online communities seem to be a potential source of support for them. This study aimed to firstly find the most common types of support communicated in online communities of women who have miscarried and, secondly, investigate if there is a relationship between participation in online communities and mental health outcomes after miscarriage. In this study, three research methodologies, including content analysis, survey and interview, were employed to answer the research questions. With the analysis of 158 messages, including postings and comments in the online community of Mumsnet, it can be concluded that informational support and emotional support are the most prevalent types of support women share in the online community. Analysis of data gathered from the survey of 19 women who had experienced a miscarriage during the last year showed that participation in online communities makes a significant improvement in their mental health. Interviews also highlighted the helpful role of the online community in relieving emotional disorders, such as trauma, hopelessness, loneliness, stress, depression and anxiety about miscarriage.

Keywords: mental health, miscarriage, online community, support

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Authors: Abubakar Mukhtar Yakasai, Muhammad Tahir Jan

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Purpose: This paper is aimed at exploring factors influencing online shopping intention among the young consumers in Nigeria. Design/Methodology/approach: The paper adopted and extended Technology Acceptance Model (TAM) as the basis for literature review. Additionally, the paper proposed a framework with the inclusion of culture as a moderating factor of consumer online shopping intention among consumers in Nigeria. Findings: Despite high rate of internet penetration in Nigerian, as well as the rapid advancement of online shopping in the world, little attention was paid to this important revolution specifically among Nigeria’s consumers. Based on the review of extant literature, the TAM extended to include perceived risk and enjoyment (PR and PE) was discovered to be a better alternative framework for predicting Nigeria’s young consumers’ online shopping intention. The moderating effect of culture in the proposed model is shown to help immensely in ascertaining differences, if any, between various cultural groups among online shoppers in Nigeria. Originality/ value: The critical analysis of different factors will assist practitioners (like online retailers, e-marketing managers, website developers, etc.) by signifying which combinations of factors can best predict consumer online shopping behaviour in particular instances, thereby resulting in effective value delivery. Online shopping is a newly adopted technology in Nigeria, hence the paper will give a clear focus for effective e-marketing strategy. In addition, the proposed framework in this paper will guide future researchers by providing a tool for systematic evaluation and testing of real empirical situation of online shopping in Nigeria.

Keywords: online shopping, perceived ease of use, perceived usefulness, perceived enjoyment, technology acceptance model, Nigeria

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Authors: Izian Idris, Melissa Ha, Mikkay Wong

Abstract:

Social media marketing, including influencer marketing, is an ongoing phenomenon, and most companies as well as industries, are finding it crucial to implement social media marketing in their marketing strategies. However, social media influencer marketing still needs to be explored, and further research on this area needs to be carried out to fully understand the importance of social media influencer marketing in impacting consumer purchase decisions. Influencer endorsement has become a trend to grab users’ attention these days. Thus, the aim of this research paper is to explore the attributes of social media influencers/influencer as the endorser that impact consumer purchase intentions. The attributes that will be investigated include attitude homophily, physical attractiveness, and social attractiveness. Following this, the elaboration likelihood model from the theory of persuasion is implemented in this research to further examine the influence of social media influencer attributes on consumer purchase intentions. This study will be able to help marketers, businesses, and researchers understand the attributes of social media influencers as endorsers that will impact consumer purchase intentions and allow businesses to enhance their strategies to better cater to their target market.

Keywords: influencer, endorsement, consumer purchase, social media

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Authors: Chang Hung Chen

Abstract:

Typically the Cause-Related Marketing (CRM) is effective for promoting products, and is also accepted as a role of communication tool for creating a positive image of the corporate. Today, companies are taking Corporate Social Responsibility (CSR) as core activities to build a goal of sustainable development. CRM is not a synonym of CSR. Actually, CRM is a part of CSR, or a type of marketing strategy in CSR framework. This article focuses on the relationship between CSR and CRM, and how the CRM improves the CSR performance of the corporate. The research was conducted through review of literature on the subject area.

Keywords: cause-related marketing, corporate social responsibility, corporate image, consumer behavior

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Authors: Frank Frimpong Opuni, Michael Mba Allan, Kwame Adu-Gyamfi, Michael Sarkodie Baffoe

Abstract:

This paper assesses the effect of relationship marketing on service quality and customer satisfaction from the perspective of the moderating role of emotional intelligence in the insurance industry in Ghana. A descriptive quantitative research technique was employed. A random sample of 384 each of customers and service providers in 3 insurance firms in Accra were used as the source of data. According to findings, emotional intelligence makes a strong positive effect on relationship marketing at 5% significance level, r (283) = .817, p = .000. Though relationship marketing makes a strong positive effect on service quality (r = .767, p < .05) and customer satisfaction (r = .647, p < .05), this effect becomes insignificant (p > .05) when the effect of emotional intelligence on relationship marketing is controlled for. It is therefore recommended that insurance firms give priority to equipping their relationship employees with emotional intelligence to maximise service quality and customer satisfaction.

Keywords: relationship marketing, service quality, customer satisfaction, emotional intelligence

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Authors: Jenna Barriault, Reeshma Haji

Abstract:

Online consumer behaviourand reliance on online reviews may be more pervasive than ever, andthis necessitates a better scientific understanding of the widespread phenomenon of online deception. The present research focuses on the understudied topic of deceiver’s distrust, where those who engage in deception later have less trust in others in the context of online restaurant reviews. The purpose was to examine deception and valence in online restaurant reviews and the effects they had on deceiver’s distrust. Undergraduate university students (N = 76) completed an online study where valence was uniquely manipulated by telling participants that either positive (or negative reviews) were influential and asking them to write a correspondingly valenced review. Deception was manipulated in the same task. Participants in the deception condition were asked to write an online restaurant review that was counter to their actual experience of the restaurant (negative review of a restaurant they liked, positive review of the restaurant they did not like). In the no deception condition, participants were asked to write a review that they actually liked or didn’t like (based on the valence condition to which they were randomly assigned). Participants’ trust was then assessed through various measures, includingfuture reliance on online reviews. There was a main effect of deception on reliance on online reviews. Consistent with deceiver’s distrust, those who deceived reported that they would rely less on online reviews. This study demonstrates that even when participants are induced to write a deceptive review, it can result in deceiver’s distrust, thereby lowering their trust in online reviews. If trust or reliance can be altered through deception in online reviews, people may start questioning the objectivity or true representation of a company based on such reviews. A primary implication is that people may reduce theirreliance upon online reviews if they know they are easily subject to manipulation. The findings of this study also contribute to the limited research regarding deceiver’s distrust in an online context, and further research is clarifying the specific conditions in which it is most likely to occur.

Keywords: deceiver’s distrust, deception, online reviews, trust, valence

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Authors: Po-Chun Lee, Li-Lin Liang, Ching-Yuan Huang

Abstract:

Purpose: Research on electronic word-of-mouth (eWOM)& online review has been widely used in service industry management research in recent years. The SERVQUAL scale is the most commonly used method to measure service quality. Therefore, the purpose of this research is to combine electronic word of mouth & online review with the SERVQUAL scale. To explore the comparative study of positive and negative electronic word-of-mouth reviews of a certain armed force general hospital in Taiwan. Data sources: This research obtained online word-of-mouth comment data on google maps from a military hospital in Taiwan in the past ten years through Internet data mining technology. Research methods: This study uses the semantic content analysis method to classify word-of-mouth reviews according to the revised PZB SERVQUAL scale. Then carry out statistical analysis. Results of data synthesis: The results of this study disclosed that the negative reviews of this military hospital in Taiwan have been increasing year by year. Under the COVID-19 epidemic, positive word-of-mouth has a downward trend. Among the five determiners of SERVQUAL of PZB, positive word-of-mouth reviews performed best in “Assurance,” with a positive review rate of 58.89%, Followed by 43.33% of “Responsiveness.” In negative word-of-mouth reviews, “Assurance” performed the worst, with a positive rate of 70.99%, followed by responsive 29.01%. Conclusions: The important conclusions of this study disclosed that the total number of electronic word-of-mouth reviews of the military hospital has revealed positive growth in recent years, and the positive word-of-mouth growth has revealed negative growth after the epidemic of COVID-19, while the negative word-of-mouth has grown substantially. Regardless of the positive and negative comments, what patients care most about is “Assurance” of the professional attitude and skills of the medical staff, which needs to be strengthened most urgently. In addition, good “Reliability” will help build positive word-of-mouth. However, poor “Responsiveness” can easily lead to the spread of negative word-of-mouth. This study suggests that the hospital should focus on these few service-oriented quality management and audits.

Keywords: quality of medical service, electronic word-of-mouth, armed forces general hospital

Procedia PDF Downloads 155