Consumer’s response to conditional promotions in retailing: An empirical inquiry

Nigam, Achint; Dewani, Prem Prakash; Behl, Abhishek; Pereira, Vijay

doi:10.1016/j.jbusres.2022.02.051

Cited by 10 publications

(4 citation statements)

References 76 publications

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“…(2022) and (Nigam et al, 2022). In other words, this research shows that the higher the Promotion rating, the lower the Brand Performance assessment.…”

Section: Starbucks Indonesia Can Take Managerial Actions To Increase ...mentioning

confidence: 63%

Optimization of Brand Engagement and Loyalty Through Informative Interactivity and Starbucks Indonesia Instagram Social Media Marketing Trends

Su’ada,

Yuniawan

2023

AML

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Social media has become an almost ubiquitous environment for human interaction. As a result, as the use of Social Media becomes more and more common, companies today are trying to reach and interact with customers and prospects through social media platforms. This research examines and develops the influence of Promotion and Social Media on consumer engagement variables through brand performance and their structural relationships, and will provide specific strategic directions to build a strong owned brand in the restaurant sector. Therefore, research on this topic is necessary. We used 100 Starbucks Indonesia consumers as a source of information in this study. The result is that Promotion and Brand Performance have a positive and significant effect on Consumer Engagement. Meanwhile, Social Media has a positive and insignificant effect on consumer engagement with Starbucks Indonesia consumers. The brand promotion has a positive and insignificant effect on the performance of Starbucks Indonesia consumers. Brand Social Media has a positive and significant effect on the performance of Starbucks Indonesia consumers. Other test results using Specific Indirect Effect analysis to prove the influence of the intervening variable Brand Performance proved to be incapable of being an intervening variable between Promotion and Brand Performance. The test results of the Specific Indirect Effect analysis prove that the influence of the intervening variable Brand Performance is proven to be an intervening variable between Social Media and Consumer Engagement.

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“…(2022) and (Nigam et al, 2022). In other words, this research shows that the higher the Promotion rating, the lower the Brand Performance assessment.…”

Section: Starbucks Indonesia Can Take Managerial Actions To Increase ...mentioning

confidence: 63%

Optimization of Brand Engagement and Loyalty Through Informative Interactivity and Starbucks Indonesia Instagram Social Media Marketing Trends

Su’ada,

Yuniawan

2023

AML

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“…, 2019; Nigam et al. , 2020, 2022; Nigam and Dewani, 2022; Shehu et al. , 2020; Wang and Bae, 2020).…”

Section: Thematic Analysis Resultsmentioning

confidence: 99%

“…Further, while shopping online, the purchases are focused, and the customer does not wander to other product categories. Thus, customers' exposure to new products is limited (Nigam et al. , 2022).…”

Section: Thematic Analysis Resultsmentioning

confidence: 99%

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Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain

Nigam

Behl

Pereira

et al. 2022

IMDS

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PurposeThe paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.Design/methodology/approachThe authors followed a qualitative research design and conducted 24 personal interviews with millennials and 15 interviews with offline/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure.FindingsThe authors discuss their findings under three themes – customers' conscious impulse buying during the pandemic, customers' unconscious impulse buying during the pandemic, and a viable solution for retailers in response to the pandemic.Practical implicationsThe authors suggest that marketers primarily from an offline/omnichannel store should adapt to permission marketing and use technologies like blockchain for the digital transformation of their marketing strategies. Doing so can help offline retailers minimize future damages in the retail sector during emergency situations.Originality/valueThis paper is one of the first that explores how impulse – pure, suggestion, planned and reminder – purchases got affected during the COVID-19 pandemic disruptions in an emerging economy. This paper is also one of the first to explore the role of permission marketing and digital transformation by the use of blockchain in helping offline retailers in forming swift trust and practice trust-based marketing.

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Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

Kakaria

Saffari

Ramsøy³

et al. 2023

International Journal of Information Management

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Consumer’s response to conditional promotions in retailing: An empirical inquiry

Cited by 10 publications

References 76 publications

Optimization of Brand Engagement and Loyalty Through Informative Interactivity and Starbucks Indonesia Instagram Social Media Marketing Trends

Optimization of Brand Engagement and Loyalty Through Informative Interactivity and Starbucks Indonesia Instagram Social Media Marketing Trends

Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain

Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

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