Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design

Ferdous, Ahmed Shahriar; Akareem, Husain Salilul; Viswanathan, Madhu; Hollebeek, Linda D.; Ringer, Allison

doi:10.1016/j.indmarman.2024.04.014

Industrial Marketing Management

2024

DOI: 10.1016/j.indmarman.2024.04.014

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Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design

Ahmed Shahriar Ferdous,

Husain Salilul Akareem,

Madhu Viswanathan

et al.

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Cited by 2 publications

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Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands

Arya,

Sethi,

Hollebeek

2024

J of Consumer Behaviour

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Though augmented reality (AR) is increasingly adopted in marketing, its capacity to foster consumers' engagement and attachment remain tenuous, exposing an important literature‐based gap. Addressing this gap, we deploy social presence theory and luxury consumption theory to develop and test a model that proposes that consumers' engagement with AR‐deploying luxury brands drives the development of their perceived brand warmth, social value, and brand competence, in turn impacting their brand attachment. To explore these issues, we draw on survey data from a sample of 537 luxury apparel and automotive consumers. The results using structural equation modelling (SEM) show that first, luxury consumers who exhibit high engagement with the AR‐deploying brand perceive higher levels of brand warmth, ‐competence, and social value, in turn raising their attachment to the AR‐deploying luxury brand. Overall, the findings highlight AR's strategic capacity to engage consumers and raise the brand's perceived brand warmth, competence, and social value, in turn boosting individuals' attachment to the AR‐deploying brand.

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Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands

Arya,

Sethi,

Hollebeek

2024

J of Consumer Behaviour

View full text Add to dashboard Cite

show abstract

Leveraging social supports to cope with sales complexities and facilitate value-based selling in the cross-functional sales team contexts: JD-R perspective

Ma,

Zhang,

Zhang

2024

Industrial Marketing Management

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Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design

Cited by 2 publications

References 64 publications

Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands

Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands

Leveraging social supports to cope with sales complexities and facilitate value-based selling in the cross-functional sales team contexts: JD-R perspective

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